Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

44/2020

Časopis Marketing a Media je prestižním,mimořádně vlivným oborovým médiem. Věnuje se oblasti byznysové komunikace, reklamy a médiím. Každý týden přináší exkluzívní rozhovory s nejvlivnějšími a nejzajímavějšími osobnostmi z branže, přináší obsahovou inspiraci a současně představuje platformu pro kritickou diskuzi.

  • Strana 1

    JEDNÁNÍ O TV
    REKLAMĚ STARTUJÍ
    Televize chtějí zdražovat.
    Realita klientů je silně
    ovlivněná pandemií.
    Chtějí lepší podmínky.
    str. 6–9
    JDĚTE TAM, KDE UŽ
    NENÍ NIKDO JINÝ
    Když se konkurence
    předhání vdigitálu, zkuste
    tisk, navrhuje Pavel Galík
    zOmnicom Media Group.
    str. 15
    ZAHRANIČNÍ TURIS
    CHYBÍ NEJEN V PRAZE
    Cestovní ruch trpí nejvíce.
    Zahraniční hosté zoufale
    nejsou avbudoucnu oně
    vregionu bude velký boj.
    str. 16–17
    CENA REKLAMY
    POROSTE
    LADISLAV
    DIANIŠKA
    44
    2. listopadu 2020
    99 Kč / 4,90
  • Strana 2

    www.eurovia.cz
    že nás
    neohrožujete
    svojí jízdou
    Všichni
    jsme na
    společné
    cestě.
    EU_MaM_inz_2020_210x280mm_Uz_nikdy_2020.indd 1EU_MaM_inz_2020_210x280mm_Uz_nikdy_2020.indd 1 28.05.2020 8:0728.05.2020 8:07
  • Strana 3

    Vkomunikaci zpráv kolem ko-
    ronaviru avládních opatření už
    nedělají přešlapy jen politici, ale
    stále častěji se bohužel přidávají
    iněkteří lidé zmédií. Vminulém
    týdnu neudržel nervy na uzdě
    moderátor Televizních novin Petr
    Suchoň, který během vyní
    velice neprofesionálně napadal
    prezidenta české lékařské komo-
    ry Milana Kubka.
    Jeho výstup neušel pochopitel-
    ně pozornosti, aač se za něj sám
    Suchoň posléze upřímně omluvil,
    zrelace byl zatím na dobu nejmé-
    ně jednoho měsíce stažen.
    Daím „hitem“ se stala disku-
    se na CNN Prima News, kde ana-
    lytka serveru Echo24.cz Lenka
    Zlámalová řekla, že Světová
    zdravotnická organizace (WHO)
    vydala novou studii, kde se uvádí,
    že riziko nákazy koronavirem je
    nižší než se dosud uvádělo aje
    na úrovni běžných viróz. Atím
    pádem jsou tvrdá plošná vlád
    opatření zcela neadekvátní.
    Celá věc měla však jeden
    sadní problém. Nešlo oociál
    stanovisko WHO, ale ojednu z-
    deckých prací pouze zveřejně-
    nou vbulletinu WHO. To je dost
    sadní rozdíl.
    Ovšem toto prohlášení se
    stalo hitem soclch sítí, kde
    jej tak mocně šířili popírači co-
    vidu adezinformátoři, že na něj
    dokonce reagovalo Ministerstvo
    zdravotnictví Slovenské republi-
    ky. Poté se přidali další. Jenže zá-
    sadní problém je, že tyto opravy
    se prostě nikdy nedostanou kce
    mase lidí, kteří viděli původní
    „fake news“. Je smutné, že za tím
    stojí novinářka, byť se mohla
    splést. Ale damage is done.
    Pochybení ve strategické ko-
    munikaci přiznává iministerstvo
    zdravotnictví stím, že vlivem
    okolností mohou mít přešlapy
    dopad na účinnost opatření,
    protože uveřejnosti se postupné
    zpřísňování opatření samovou
    metodou už nesetkává stako-
    vou pozorností adodovám
    pravidel, jako během první jar
    vlny. Nově vleněných padesát
    milionů korun však přichá
    skutečně pozdě, nehledě na jejich
    zatím nejasné využití.
    Emoce na všech frontách bu-
    dou pravděpodobně dál plynout,
    jak se plíživá situace dotkne
    životů čím dál více lidí. Tak jako
    vkaždé krizi je ale třeba přede-
    vším zachovat chladnou hlavu
    aracionalitu. Na všech frontách.
    Přeji vám zajímavé ainspirativní
    čtení!
    Pavel Hejkrlík
    redaktor
    Zachovejme
    chladnou hlavu
    03
    EDITORIAL
    dolarů dosahuje zhruba dnešní globální trh s módou z druhé ruky.
    Meziroční nárůst se pohybuje mezi 15 a 20 procenty a bude takový
    i dalších pět let, vyplývá z aktuální studie Vestiaire Collective
    a Boston Consulting Group.
    Číslo týdne
    40 mld.
    TELEVIZE
    EFFIE
    PR KATEGORIE MÁ ZA SEBOU
    ÚSPĚŠNOU PREMIÉRU V EFFIE
    Když přihlašovatelé chtějí, umějí
    doložit efektivitu kampaní. Bez toho
    podle porotců soutěže neprojdou.
    str. 14 –15
    TELEVIZE
    PRIMA ZAČÍNÁ PORÁŽET NOVU
    V DŮLEŽITÝCH CÍLOVKÁCH
    Prima zažila nejlepší září od roku
    2006. Trhem ale patrně zacloumá
    PPF, nový vlastník TV Nova.
    KOMERČNÍ TELEVIZE NA VLNĚ
    SLEDOVANOSTI ZDRAŽUJÍ
    Vprůměru opět procent má vzrůst
    cena televizní reklamy vpříštím roce.
    Zadavatelé volají po větší exibilitě.
    str. 10 –11
    str. 6 –9
    CESTOVNÍ RUCH
    HOTELY A RESTAURACE ČEKAJÍ
    HUBENÉ ROKY
    vrat leteckého provozu na normál
    potrvá až čtyři roky. Bez zahraničních
    turistů řada hráčů boj nezvládne.
    str. 16 –17
    CESTOVNÍ RUCH
    PRAHA SI VÝJIMEČNOST
    V REGIONU UCHOVÁ
    Okolní země budou agresivní
    kampaně na turisty stupňovat, říká
    William Boulton-Smith zMarriottu.
    str. 18 –19
    NÁZORY
    STRAVA BUDOUCNOSTI BUDE
    ŠETRNĚJŠÍ K PLANETĚ
    Značky by měly rozšiřovat nabídku
    rostlinných potravin, tvrdí Michaela
    Franeková, šéa Unilever ČR aSR.
    str. 22
    Foto na titulní straně: VOJTĚCH RESLER
  • Strana 4

    Svodka
    Atmedia navazuje spoluprá-
    ci sTelevizí Seznam, kterou bude
    od 1.ledna2021 zastupovat při
    prodeji reklamního prostoru.
    Tipsport se stal strategic-
    kým partnerem esportového
    týmu Sampi, který vlastní fotba-
    lový reprezentant ahráč italské
    Sampdorie Janov Jakub Jankto.
    Ruzovyslon.cz je
    největším zadavatelem reklamy
    vsegmentu erotických pomůcek
    podle agentury Nielsen Admos-
    phere. Od ledna do září utratil za
    reklamní prostor vceníkových
    cenách téměř 20 milionů korun.
    Evropa 2 uvedla po delší
    době printovou kampaň postave-
    nou na programu rádia. Předsta-
    vuje vní jednotlivé rozhlasové
    show spolu sjejich moderátory.
    Kaspersky, sofwaro
    společnost zavající se pítačo-
    vou bezpečností, si ve výběrovém
    řízení na novou PR agenturu pro
    aktivity na českém trhu vybrala
    Taktiq Communications. Spolu-
    práce startuje od listopadu.
    Bohematic je nová česká
    značka luxusních hodinek sma-
    nufakturní výrobou vNovém
    Městě nad Metují. Založili ji pod-
    nikatel Josef Zajíček adesignéři
    Michal Froněk aJan Němeček ze
    studia Olgoj Chorchoj.
    Ministerstvo obrany
    ČR zahájilo kampaň „Víme, co
    me“ (#VimeCoMame), jejímž
    lem je „podpora českých rem
    vobranném průmyslu vůči
    nejšií veřejnosti“. Název odka-
    zuje na armádní hesla „Víme, co
    chceme“ ame, co ume“.
    Jádrem komunikace jsou videa na
    sociálních sítích.
    Petr Nováček, historik,
    politický komentátor anovinář,
    jenž je dlouholetým spolupracov-
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Státní kampaň
    za 50 milionů
    Padesát milionů korun zvládních
    rozptových rezerv dostává
    ministerstvo zdravotnictví
    na komplexní komunikační
    kampaň. Sjejí pomocí má úřad
    ukončit komunikační zmatky
    doprovázející zavádění opatření
    proti pandemii, zlepšit pošramo-
    cenou důvěru ve vládu abojovat
    sdezinformacemi. Jak konkrét
    budou prostředky využity, zatím
    není jasné. Dle materiálu předlo-
    ženého úřadem vládě, jenž získal
    server Aktuálně, bude kamp
    vtelevizi, tisku, online iOOH.
    „Záměr uchopit komunikaci
    profesionálně je chvályhodný,
    byť přichází smnohaměsíčním
    zpožděním. AKA bude pečlivě
    sledovat, jak vláda naloží s-
    ročm zadáním asvyhrazeným
    rozptem,“ reagovala ve svém
    stanovisku Asociace komunikač-
    ních agentur.
    Idalší experti jsou skeptičtí.
    „Informační kampaň vlády vtom-
    to případě přichází pět minut po
    dvanácté. Ato ještě pevně věřím,
    že to bude opravdu osvětová kam-
    paň, nikoliv (marný) pokus získat
    zpět důvěru veřejnosti vsou-
    časnou vládu,“ uvedl pro MAM
    Ondřej Obluk, šéf české pobočky
    komunikační skupiny Ogilvy,
    adodal: „Zatímco všude vcivi-
    lizovaném světě běží eduk
    kampaně od jara, vČR ipřes
    opakované výzvy jak odborné
    veřejnosti, tak akademického
    sektoru, se vláda soustředila pou-
    ze na svoje selfpromo. Zpohledu
    komunikace sveřejností aosvěty
    pro zvládání pandemie je to
    naprostý amatérismus.
    „Celkový záměr je vpořádku,
    ďábel se však může skrývat vde-
    tailech. Špatná vládní propagace
    totiž může být horší než žádná,
    reagoval pro MAM také Robert
    Čásenský, šéfredaktor maganu
    Reportér.
    Vyjádření daích lidí ztrhu na-
    jdete včnku na webu mam.cz.
    Svět podle MAM
    Kampaň státu, mínusy holdingů,
    úspěch Budweiseru atendr ČRo
    EK navrhne
    balíček
    legislativních
    opatření
    aktualizují
    pravidla EU pro
    e -commerce
    aomezení
    pro platformy
    svýznamnou
    tržní silou
    04
    ZPRÁVY
    VÍCE NA
    ADRESE
    MAM.CZ
    Zdroj: FB VLADA.CZ
  • Strana 5

    kem Českého rozhlasu, dostal
    od prezidenta Miloše Zemana
    medaili Za zásluhy.
    Košík.cz ozmil, že zpřes-
    nil čas doručení nákupu na dva-
    cet minut adynamicky naceňuje
    dopravu. Nyní je vaplikaci vidi-
    telný aktuální status objednávky.
    Od nákupů za pětistovku se bude
    cena dopravy přímo úměr
    snižovat velikosti nákupu, od
    1200 Kč je pak nadále zdarma.
    Hero spouští první kamp
    změněného dlouhodobého
    komunikačního konceptu značky
    Sunar, který vytvořila její nová
    agentura Saatchi & Saatchi.
    Kreativní koncept má zastřešující
    slogan „Svysokým obsahem ma-
    teřské lásky“ asoučástí jsou dva
    spoty, online média aPOS.
    Velkopopovický
    Kozel mění design svých
    produk. Zároveň došlo
    ikúpravě receptury Kozla 10
    a11, změnu podpoří i kampaň.
    Vkerý packaging má působit
    moderněji, prémiově aodlišovat
    se od ostatních pivních značek na
    českém trhu. Na první pohled má
    t jasné, jestli si zákazník kupuje
    Kozla 10, černého, ležák nebo
    řeza pivo.
    Bonami, e -shop zaměře
    na prodej nábytku abytových
    doplňků, se snaží ve své vá-
    noční kampani bit stereotyp
    dokonalých Vánoc. Společnost ji
    nasadila napříč všemi mediatypy
    avevšech zemích působnosti—
    vČesku, na Slovensku, vRu-
    munsku, vPolsku avMaďarsku.
    Kampaň vznikla in -house.
    TikTok a Shopify
    se staly partnery vglobálním
    měřítku. E -commerce platfor-
    ma chce přes soclní síť oslovit
    mladší publikum arozšířit funkce
    nakupování vaplikacích. Tento
    krok umožní více než milionu
    obchodníkům vytřet, spouštět
    aoptimalizovat marketingové
    kampaně na TikToku přímo
    zvlastního řídícího panelu
    (postažení aplikace zShopify
    App Store).
    Spotify ozmila výsledky
    za třetí čtvrtletí; jsou meziroč
    výrazně lepší. Zvýšila se konzu-
    mace ipříjmy zreklamy. Prémio-
    vé předplatné vzrostlo meziroč
    o27 procent na 144 milionů.
    Počet měsíčních aktivních uživa-
    telů dosahuje 320 milionů (+29%).
    „Prémium příjmy“ narostly
    o15procent aíjmy podpoře
    reklamou o9 procent.
    Holdingy hlá
    další poklesy
    Komunikační skupina WPP
    dosáhla za třetí kvartál tržeb
    2,97miliardy liber, což předsta-
    vuje meziročně o5,5 procenta
    nižší číslo. WPP se ale daří
    skávat nové klienty, mezi něž
    patří Uber, Alibaba či HSBC.
    Spolnost zůstává obezřet-
    ná vůči vývoji vnásledujícím
    kvarle, podobně jako další
    komunikační holdiny, které už
    výsledky zveřejnily. Omnicom se
    pochlubil stržbami 3,2 miliardy
    dolarů (meziročně o11,7 procenta
    méně). Interpublic dohl na
    tržby 1,95miliardy dolarů (nší
    o3,7 procenta). Publicis Groupe
    util 2,3 miliardy eur (meziroční
    pokles o5,6 procenta).
    Okénko mezi
    krachem a žitím
    Provoz v„okénkovém“ režimu.
    zvládá udržet jen polovina gast-
    ropodniků, které měly otevřeno
    ještě začátkem října. Statistiky
    poskytovatele pokladních systé-
    mů Dotykka ukazují, že gastro-
    podnikům provozucím okýnko
    oproti normálu klesly tby jen
    o2025 procent. Lidé však naku-
    pují hlavně jídlo apropad nápojů
    znamená imenší zisky, protože
    na nápojích mají restauratéři
    mnohem vší marže. Situaci nej-
    lépe zvládají podniky provozující
    kuchyň, naopak nejvíc postižené
    jsou bary, klubů funguje jen pět
    procent.
    Budweiser
    zabodoval
    Na slavnostním předávání Clio
    Sports Awards se zklientů minu
    týden nejvíce radoval Budweiser,
    jenž vyhl třikrát Grand Clio, tři-
    krát byl zlatý ašestkrát stříbr.
    Nejúspěšnější agenturou se stal
    jeho dvorní dodavatel Vayner-
    Media, agentura získala celkem
    14cen. Zvirtuálního slavnostho
    předávání Clio Sports Awards si
    společnost Budweiser aagentura
    VaynerMedia odnesly hned tři
    ceny Grand Clio za kampaň „The
    Future Ocial Sponsor“. Tato
    kampaň upozorňující na výraz
    mzdový rozdíl vmužském
    aženském fotbale zsobený
    nedostatkem sponzorů ovládla
    kategorie Integrovaná kampaň,
    Partnerství, sponzoring & spolu-
    práce aSociální média. Výsled-
    kem kampaně, jejíž tří se stala
    hráčka Megan Rapinoe, bylo, že
    do národní ženské fotbalové liy
    ibylo dalších šest sponzorů
    ahorní hranice příjmů hráček se
    zvýšila otéměř 20 procent.
    Daí tři udělené ceny Grand
    Clio si odnesly Wieden + Kennedy
    Šanghaj vkategorii Design, ato
    za basketbalové dresy Beijing 99,
    agentura Fingerpaint Marketing
    vkategorii Public Relations za
    kampaň pro Concussion Legacy
    Foundation (Nadace pro osoby
    se získam poškozem mozku)
    aAKQA vyhla Grand Clio pro
    Google skampaní „Oside Muse-
    um“, která se snažila zmapovat
    prázdná místa vhistorii ženského
    fotbalu mezi lety 1921 až 1979.
    ČRo prodlužuje
    termín tendru
    vodní deadline 5.listopadu
    pro zájemce oúčast na tendru
    ČRo kzakázce na marketingové
    služby vhodnotě 95 milionů
    korun se přesouvá na 10.listo-
    pad. Důvodem jsou podle Blanky
    Bumbálkové, vedoucí oddělení
    komunikace, „dodatečné dotazy
    ze strany uchazů“. Soutěž byla
    vypsána už během léta, tehdy
    ale podle mluvčího Jiřího Hošny
    vkonečném výru zůstal jen
    jediný uchazeč, ostatní nespl-
    nili podmínky. Musela se tedy
    vyhsit znovu. Zatím se začaly
    objevovat hlasy ztrhu, že je
    zakázka koncipována na míru
    agentuře Proximity Prague, která
    ČRo poslední čtyři roky poskyto-
    vala klientský servis ado tendru
    se hsí inyní. „Ztrhu jsme
    zaznamenali informace onad-
    standardních vztazích stávající
    agentury azadavatele. Oproti létu
    nejsou vnově vypsaném tendru
    žádné zásadní změny, není tedy
    důvod ani měnit naše rozhodnutí
    neúčastnit se,“ řekl Ondřej Obluk,
    CEO Ogilvy. Mluvčí ČRo se proti
    výroku ohradil. „Pokud má pro
    svá tvrzení nějaké důkazy, ať je
    zveřejní. Celý tendr byl konzulto-
    n scertikovaným poradcem
    AKA (Asociace komunikačních
    agentur— pozn.red) panem
    Markem Buchtou,“ dodal Hošna.
    Ředitel AKA Marek Hlavica však
    namítl, že samotná AKA zakáz-
    ku neposvětila acertikovaný
    poradce asociaci nezastupuje.
    „Mohli se na nás obrátit,“ řekl.
    05
    ZPRÁVY
    Foto: BUDWEISER
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