Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

46/2020

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

    DIGITÁLNÍ TRENDY
    MÍŘÍ DO KOSMETIKY
    Prodeje kosmetiky kvůli
    pandemii trpí, inovace
    proto zrychlují. Vánoce
    potáhne e -commerce.
    str. 8–9
    FITNESS CENTRA
    ONLINE V OBÝVÁKU
    Posilovny ztrácejí stovky
    milionů korun, online
    lekcím a potřebám na
    cvičení se však daří.
    str. 14–15
    DŮVĚRU ZÁKAZNÍKA
    POSILUJÍ EMPATIE
    Operátoři call center se
    musí „sladit“ svolajícími,
    ať jde obyznys či opomoc
    během pandemie.
    str. 20–21
    PŘÍŠTÍ ROK DÁME
    VÍCE NA IMAGE
    OLDŘICH
    DOSTÁL
    46
    16. listopadu 2020
    99 Kč / 4,90
  • Strana 2

    Dynamická, progresivní
    aprosperující stavební
    společnost.
    Udává trendy
    a posouvá hranice
    dopravně-inženýrského
    stavebnictví.
    Stojí za malými i velkými
    projekty, které zlepšují
    životní podmínky
    obyvatel.
    Staví na špičkovém
    technologickém zázemí,
    dovednostech svých lidí
    asilné surovinové základně.
    www.eurovia.cz
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  • Strana 3

    Vlistopadu uběhlo čtvrtstoletí
    od doby, kdy BBC odvysílala
    vpořadu Panorama legendární
    rozhovor sprinceznou Dianou.
    Stala se zněj nejen událost roku
    1995, sledovalo ho 23 milionů lidí
    adalší miliony zhlédnutí od té
    doby přibývají urůzných úryvků
    na YouTube idíky bezpočtu
    dokumentů. Přelomové bylo
    interview kvůli do té doby ne-
    zvyklé kritice „zevni“ klovské
    rodiny, ale itím, když princezna
    zWalesu naznila, že se princ
    Charles jako následk trůnu
    pro roli krále nehodí. Monarchie
    se sdopady jednoho rozhovoru
    vyrovnává dodnes, interview
    také uzalo, jak se kdysi plac
    šlechtna dokázala vypracovat
    vPR odbornici, která ula vlivu
    médií využívat ve svůj prospěch.
    Od té doby se zároveň řeší, jak
    tehdy relativně neznámý novinář
    Martin Bashir vůbec získal mož-
    nost takové intervew získat. Letos
    opět vyplynulo na povrch, že se
    mu to podařilo mimo jiné spomo-
    cí zfalšovaných účtů, které měly
    dokazovat, že proti Dianě kuje
    pykle klovský establishment.
    BBC už ozmila, že kvůli zno-
    vuoživenému skandálu uspořádá
    důkladné externí vetřování.
    Prozatím ho brzdí jen to, že je
    Bashir údajně ve velmi špatném
    zdravotm stavu kvůli problé-
    mům se srdcem anásledkům
    onemocní covid-19. BBC přitom
    stejný skandál řešila už vdevade-
    sátých letech, tehdy ale vyšet-
    řování skončilo ručně psam
    dopisem od princezny Diany,
    podle nějž se necítila Bashirem
    podvedená. Novinář díky rozho-
    voru získal lukrativní kariéru.
    Natočil mimo jiné dokument Li-
    ving with Michael Jackson, který
    ve svém důsledku přiživil zvěsti
    otom, že zpěvák zneužíval děti.
    Jackson Bashira také obviňoval
    zpodvodu amanipulace.
    Média aktlně nejsou na
    praři jen kvůli Bashirovi.
    Jejich postupy opět zpochybňuje
    i45. americký prezident Donald
    Trump, jemuž některé televize
    přerušily projev, během kterého
    zpochybňoval průběh americ-
    kých voleb. Krozporuplnému
    rozhodnutí se vaktuálním vydá
    vyjadřují odborníci nejen na
    tuzemský trh. Ioni pomáhají
    otevírat debatu otom, jakou roli
    vůbec mají vdobě sociálních sítí
    hrát tradiční média.
    Přeji inspirativní čtení.
    Jakub Křešnička
    redaktor
    Novináři
    na pranýři
    03
    EDITORIAL
    evropských technologických firem, startupů či mediálních do
    v koalici s 30 profesními organizacemi minulý týden zaslalo dopis
    Evropské komisi, v němž upozorňují, že Google i přes rozhodnutí EK
    a pokutu stále pokračuje v preferování vlastních produktů v rámci
    vyhledávání služeb. Za Česko se připojily: Bianco, Favi online,
    Inspigroup, Heureka Group, Czech News Center, Invia Group, LMC,
    Srovnáme a Unie vydavatelů.
    Číslo týdne
    135
    ECOMMERCE
    ECOMMERCE
    NOTINO CHCE PO EXPANZI
    UPEVŇOVAT POZICI ZNAČKY
    Evropská „e-beauty“ jednička zažívá
    rekordní rok achystá se posílit
    znalost brandu na devíti trzích.
    str. 12 –13
    MÉDIA
    PREZIDENT TRUMP OPĚT
    ROZDĚLUJE SVOU ŘEČÍ
    Přerušení přenosu prezidentského
    projevu vyvolává debaty opojetí
    zpravodajství anovinařiny.
    PANDEMIE USPÍŠILA INOVACE
    V KOSMETICKÉM PRŮMYSLU
    Druhá vlna přesunula nákupy osobní
    péče do online. Kamenné obchody
    hledají nové cesty k zákazníkům.
    str. 6
    str. 8–10
    DIGITALIZACE
    MÍSTO FITNESS CENTER
    NASTOUPIL DOMÁCÍ ZÁPŘAH
    Kvůli uzavřeným posilovnám se
    rozhořel boom online lekcí na dálku.
    Pětina trenérů se do center nevrací.
    str. 14-15
    CALL CENTRA
    RŮSTU POMÁHÁ LIDSKÝ
    PŘÍSTUP A TECHNOLOGIE
    Call centra pomáhají lidem vkrizi
    iznačkám krůstu byznysu. Firmy jim
    ale musejí naslouchat.
    str. 20 –21
    TREND
    BILION KORUN Z DRUHÉ RUKY,
    TRH SECONDHANDŮ ROSTE
    Na vlnu popularity prodejů použité
    módy naskakují i zavedené brandy,
    vznikají nové platformy.
    str. 22-23
    Foto na titulní straně: PAVEL VÍTEK
  • Strana 4

    Svodka
    McDonald’ssi po pěti
    letech vybral novou PR agenturu.
    Vtendru vyhla MSL ze skupiny
    Publicis Groupe, zajišťovat
    bude produktovou akorporátní
    komunikaci.
    Mladá fronta by měla
    skat nového majitele do 30.lis-
    topadu. Vzejít má znové elektro-
    nické aukce, která se uskuteční
    24.listopadu. Volávací cena je
    25,5 millionu korun.
    Oborová zdravotní
    pojišťovna vyhlásila
    tendr na marketingovou strategii.
    Hodnota soutěžní zakázky, která
    je naplánovaná na celý příští rok,
    je31,4 milionu korun.
    Anatomie rozhodo-
    ní je český název jedné zklí-
    čových knih pro marketéry, které
    byly publikovány vposledních
    letech. Český překlad The Choice
    Factory vydává nakladatelství
    Knihy Dobrovský ve spolupráci
    sBlue Events. Autorem je Richard
    Shotton, který se zabývá aplikací
    behaviorálních věd vmarketingu
    akterý také vystoupí na konfe-
    renci Communicaton Summit
    19.listopadu asvou knihu blíže
    představí.
    České sdružení pro
    značkové výrobky
    vytvořilo platformu „potravin na
    rostlinném základě— plant ba-
    sed.“ Tvoří ji potravinářské spo-
    lečnosti, jejichž výrobky společ
    tvoří dominantní podíl na trhu
    vČR: Unilever, Nestlé, Danone,
    Coca -Cola, Emco, Dr.Oetker či
    Orkla Foods Česko aSlovensko.
    Sportisimo otevře víš-
    m roce na stávajících trzích
    20nových prodejen. Expanze se
    bude týkat Česka, Slovenska, Ru-
    munska, Maďarska aBulharska.
    Premium Media
    Group má nového akcionáře.
    Skupina Sebre podnikatelů Petra
    Němce aJana Fidlera koupila
    50procentní podíl. Druhá polovi-
    na stále patří zakladateli Jarosla-
    vu Havlovi zadvokátní kanceláře
    Havel & Partners.
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Zásilkovna staví
    lovebrand i za
    hranicemi
    silkovna chce být oblíbenou
    avyhledávanou službou iza
    hranicemi Česka aSlovenska.
    Za tímto účelem hledá vhodné-
    ho kandidáta či kandidátku na
    pozici marketingového mana-
    žera pro střední avýchod
    Evropu. „VČeské republice ana
    Slovensku se nám povedlo stát
    se lovebrandem. Lidé nás mají
    rádi avyužívají nás. Svědčí otom
    nejen naše interní statistiky,
    průzkumy aankety, ale řada cen,
    které jsme získali,“ uvedl Milan
    Šmíd, marketingový ředitel
    skupiny Packeta/Zásilkovny
    stím, že rma by podobného
    výsledku chtěla dosáhnout ina
    dalších trzích — maďarském, ru-
    munském, německém, polském
    anově ivDubaji. „Cílem je být
    pro celý segment e -commerce
    technologickým řešením číslo
    jedna, zároveň inovátorem trhů
    ačeským e -shopům pomoci roz-
    šiřovat jejich byznys do zahrani-
    čí,“ doplnil Šmíd.
    Skupina Packeta má s
    vlastní kamenná místa vČesku,
    na Slovensku, Maďarsku aRu-
    munsku. Některá jsou nyní kvůli
    pandemii zavřená. VČesku má
    rma přes 5500 výdejních míst,
    na Slovensku1070, vMaďarsku
    546 avRumunsku 201 výdejních
    st. Tam se má počet do konce
    roku ještě zčtyřsobit. Skupina
    má rovž téměř 91600part-
    nerských výdejních míst po celé
    Evropě.
    Svět podle MAM
    Packeta buduje znku, Blesk stále
    vede a SPIR brojí proti FlashNews
    Ee Awards se
    rozdají vpondělí
    30. listopadu,
    začne se vpět
    odpoledne, ato
    vrežimu home
    oce. Vysíní
    bude online
    avideo bude
    dostupné pak
    zpět
    Foto: PACKETA
    04
    ZPRÁVY
  • Strana 5

    Mafra stále na
    špici, Blesk také
    Celkový zásah tisku podle
    nejnovějších dat Media projektu
    (2. a3.čtvrtletí 2020) meziročně
    klesá (83% vs. 86%) aklesá ta
    celková čtenost všech tiskových
    titulů na vydání (67% vs. 72%).
    Nejčtenějším dekem ipřes pro-
    pad počtu čteřů zůstává Blesk
    (701 tis. na vydání vs. 873tisíc),
    klesá rovněž druhá MF Dnes
    (461vs. 513 tis.). Zíloh stále vede
    Blesk magazín TV, který ovšem
    také prohlubuje propad (901 tis.
    vs. 1 mil.). Zdarma rozdávané de-
    ky na tom nejsou lépe, Metro se
    propadlo o70 tisíc čtenářů. Zpra-
    vodajským týdeníkům vévodí Re-
    ex, jemuž se meziročně čtenost
    zvýšila (256vs. 242 tis.) i snížení
    prodaného nákladu. Čtenost
    časopisů na vydání je 58 procent
    (loni 60%), vporovní sprvním
    pololetím je stabilní auněkterých
    časopiseckých skupin meziročně
    dokonce roste. Jedná se například
    očasopisy obydlení, zahradě,
    vědě, zdraví avaření, většina
    znich snižuje prodaný náklad,
    ale čtenost jim roste. Překvapi-
    vě vystřelila čtenost časopisu
    Chip (106vs. 66 tis.) při téměř
    nezměněném prodaném nákladu.
    razně si polepšily i100+1 Zá-
    zraky mediny (+51 tis.), F.O.O.D.
    (+46 tis.). Medlní skupinou
    snevyšší čteností je Mafra ahned
    vzávěsu skupina CNC.
    SPIR kritizuje
    FlashNews
    Není to ani týden od spuštění
    zpravodajského agregátoru rmy
    Livesport— FlashNews. Ihned
    ovšem narazil na odpor vydava-
    telů. Sdružení pro internetový
    rozvoj (SPIR), jehož členy jsou
    iCzech News Center, ČTK, Econo-
    mia, FTV Prima, Mafra, Seznam
    aVLM, vydalo stanovisko:
    „Důrazně se vymezujeme proti
    chování provozovatele webů
    ashnews.com aashsport.com
    (ataké tomu odpovídajícím
    aplikacím), při kterém dochá-
    zí knedovolenému přebí
    autorského obsahu, včet
    neoprávného vytěžování data-
    ze, vytvořeného příslušnými
    medlmi domy. Toto zcizování
    obsahu vydavatelů zsobuje, že
    na obsahu vydavatelů neoprávně-
    ně abez jejich souhlasu protuje
    provozovatel webů ashnews.
    Pokud nedojde kurychlené
    nápravě, SPIR zváží další práv
    kroky,“ píše se ve stanovisku. To
    je celé zveřejněno na webu MAM.
    Dozorčí komise
    ČT odvolána
    Rada České televize minulý týden
    odvolala svoji dozorčí komisi.
    Snávrhem přišla radní Hana Li-
    povská, která do rady nastoupila
    na jaře aod začátku kritizuje ve-
    dení ČT včetně jejího ředitele Pet-
    ra Dvořáka. Pro odvolání hlasova-
    lo 10 ze 13 přítomných radních.
    Dozorčí komisi vedl předseda Jiří
    Stak. Řádné funkční období
    současné dozorčí komise mělo
    skončit zhruba za rok apůl. Odvo-
    ní přichází vsituaci, kdy se blíží
    jední orozpočtu České televize
    na příští rok.
    ADC Awards
    mají termín
    Filní vyhlašování vítězů ADC
    Czech Creative Awards 2020 pro-
    běhne 26.listopadu. Ceremoniál
    bude vysílán na YouTube kalu
    Art Directors Clubu. Vyhlašování
    začne v17hodin alive se mohou
    prostřednictvím různých plat-
    forem zapojit isamotné agentu-
    ry. OLouskáčka bude usilovat
    83prací zcelkově 206 přihše-
    ných. Agentury navíc budou mít
    čas přihlásit své vítězné práce
    do soutěže ADCE Awards díky
    posunutému ternu na 7.prosi-
    nec2020, aby zkusily svůj úspěch
    zopakovat ina evropské úrovni.
    Je už také možné se přihlo-
    vat do globální soutěže The ADC
    Annual Awards, jejíž 100. ročník
    pořádá oranizace The One
    Club příští rok. Call for entries
    končí 26.března2021, práce je
    nutné registrovat online. Mimo
    jiné bude již podruhé uděleno
    ocenění Freelancer of the Year
    aibude kategorie In -House
    Design.
    InzerceInzerce
    Foto: MAM
    ZPRÁVY
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