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.
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DIGITÁLNÍ TRENDYMÍŘÍ DO KOSMETIKYProdeje kosmetiky kvůlipandemii trpí, inovaceproto zrychlují. Vánocepotáhne e -commerce.str. 8–9FITNESS CENTRAONLINE V OBÝVÁKUPosilovny ztrácejí stovkymilionů korun, onlinelekcím a potřebám nacvičení se však daří.str. 14–15DŮVĚRU ZÁKAZNÍKAPOSILUJÍ EMPATIEOperátoři call center semusí „sladit“ svolajícími,ať jde obyznys či opomocběhem pandemie.str. 20–21PŘÍŠTÍ ROK DÁMEVÍCE NA IMAGEOLDŘICHDOSTÁL4616. listopadu 202099 Kč / 4,90 €Strana 2
Dynamická, progresivníaprosperující stavebníspolečnost.Udává trendya posouvá hranicedopravně-inženýrskéhostavebnictví.Stojí za malými i velkýmiprojekty, které zlepšujíživotní podmínkyobyvatel.Staví na špičkovémtechnologickém zázemí,dovednostech svých lidíasilné surovinové základně.www.eurovia.cz Strana 3
Vlistopadu uběhlo čtvrtstoletíod doby, kdy BBC odvysílalavpořadu Panorama legendárnírozhovor sprinceznou Dianou.Stala se zněj nejen událost roku1995, sledovalo ho 23 milionů lidíadalší miliony zhlédnutí od tédoby přibývají urůzných úryvkůna YouTube idíky bezpočtudokumentů. Přelomové bylointerview kvůli do té doby ne-zvyklé kritice „zevnitř“ královskérodiny, ale itím, když princeznazWalesu naznačila, že se princCharles jako následník trůnupro roli krále nehodí. Monarchiese sdopady jednoho rozhovoruvyrovnává dodnes, interviewtaké ukázalo, jak se kdysi plachášlechtična dokázala vypracovatvPR odbornici, která uměla vlivumédií využívat ve svůj prospěch.Od té doby se zároveň řeší, jaktehdy relativně neznámý novinářMartin Bashir vůbec získal mož-nost takové intervew získat. Letosopět vyplynulo na povrch, že semu to podařilo mimo jiné spomo-cí zfalšovaných účtů, které mělydokazovat, že proti Dianě kujepykle královský establishment.BBC už oznámila, že kvůli zno-vuoživenému skandálu uspořádádůkladné externí vyšetřování.Prozatím ho brzdí jen to, že jeBashir údajně ve velmi špatnémzdravotním stavu kvůli problé-mům se srdcem anásledkůmonemocnění covid-19. BBC přitomstejný skandál řešila už vdevade-sátých letech, tehdy ale vyšet-řování skončilo ručně psanýmdopisem od princezny Diany,podle nějž se necítila Bashirempodvedená. Novinář díky rozho-voru získal lukrativní kariéru.Natočil mimo jiné dokument Li-ving with Michael Jackson, kterýve svém důsledku přiživil zvěstiotom, že zpěvák zneužíval děti.Jackson Bashira také obviňovalzpodvodu amanipulace.Média aktuálně nejsou napranýři jen kvůli Bashirovi.Jejich postupy opět zpochybňujei45. americký prezident DonaldTrump, jemuž některé televizepřerušily projev, během kteréhozpochybňoval průběh americ-kých voleb. Krozporuplnémurozhodnutí se vaktuálním vydánívyjadřují odborníci nejen natuzemský trh. Ioni pomáhajíotevírat debatu otom, jakou rolivůbec mají vdobě sociálních sítíhrát tradiční média.Přeji inspirativní čtení.Jakub KřešničkaredaktorNovinářina pranýři03EDITORIALevropských technologických firem, startupů či mediálních domův koalici s 30 profesními organizacemi minulý týden zaslalo dopisEvropské komisi, v němž upozorňují, že Google i přes rozhodnutí EKa pokutu stále pokračuje v preferování vlastních produktů v rámcivyhledávání služeb. Za Česko se připojily: Bianco, Favi online,Inspigroup, Heureka Group, Czech News Center, Invia Group, LMC,Srovnáme a Unie vydavatelů.Číslo týdne135E COMMERCEECOMMERCENOTINO CHCE PO EXPANZIUPEVŇOVAT POZICI ZNAČKYEvropská „e-beauty“ jednička zažívárekordní rok achystá se posílitznalost brandu na devíti trzích.str. 12 –13MÉDIAPREZIDENT TRUMP OPĚTROZDĚLUJE SVOU ŘEČÍPřerušení přenosu prezidentskéhoprojevu vyvolává debaty opojetízpravodajství anovinařiny.PANDEMIE USPÍŠILA INOVACEV KOSMETICKÉM PRŮMYSLUDruhá vlna přesunula nákupy osobnípéče do online. Kamenné obchodyhledají nové cesty k zákazníkům.str. 6str. 8–10DIGITALIZACEMÍSTO FITNESS CENTERNASTOUPIL DOMÁCÍ ZÁPŘAHKvůli uzavřeným posilovnám serozhořel boom online lekcí na dálku.Pětina trenérů se do center nevrací.str. 14-15CALL CENTRARŮSTU POMÁHÁ LIDSKÝPŘÍSTUP A TECHNOLOGIECall centra pomáhají lidem vkriziiznačkám krůstu byznysu. Firmy jimale musejí naslouchat.str. 20 –21TRENDBILION KORUN Z DRUHÉ RUKY,TRH SECONDHANDŮ ROSTENa vlnu popularity prodejů použitémódy naskakují i zavedené brandy,vznikají nové platformy.str. 22-23Foto na titulní straně: PAVEL VÍTEKStrana 4
SvodkaMcDonald’ssi po pětiletech vybral novou PR agenturu.Vtendru vyhrála MSL ze skupinyPublicis Groupe, zajišťovatbude produktovou akorporátníkomunikaci.Mladá fronta by mělazískat nového majitele do 30.lis-topadu. Vzejít má znové elektro-nické aukce, která se uskuteční24.listopadu. Volávací cena je25,5 millionu korun.Oborová zdravotnípojišťovna vyhlásilatendr na marketingovou strategii.Hodnota soutěžní zakázky, kteráje naplánovaná na celý příští rok,je31,4 milionu korun.Anatomie rozhodo-vání je český název jedné zklí-čových knih pro marketéry, kterébyly publikovány vposledníchletech. Český překlad The ChoiceFactory vydává nakladatelstvíKnihy Dobrovský ve spoluprácisBlue Events. Autorem je RichardShotton, který se zabývá aplikacíbehaviorálních věd vmarketinguakterý také vystoupí na konfe-renci Communicaton Summit19.listopadu asvou knihu blížepředstaví.České sdružení proznačkové výrobkyvytvořilo platformu „potravin narostlinném základě— plant ba-sed.“ Tvoří ji potravinářské spo-lečnosti, jejichž výrobky společnětvoří dominantní podíl na trhuvČR: Unilever, Nestlé, Danone,Coca -Cola, Emco, Dr.Oetker čiOrkla Foods Česko aSlovensko.Sportisimo otevře vpříš-tím roce na stávajících trzích20nových prodejen. Expanze sebude týkat Česka, Slovenska, Ru-munska, Maďarska aBulharska.Premium MediaGroup má nového akcionáře.Skupina Sebre podnikatelů PetraNěmce aJana Fidlera koupila50procentní podíl. Druhá polovi-na stále patří zakladateli Jarosla-vu Havlovi zadvokátní kancelářeHavel & Partners.VÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIAZásilkovna stavílovebrand i zahranicemiZásilkovna chce být oblíbenouavyhledávanou službou izahranicemi Česka aSlovenska.Za tímto účelem hledá vhodné-ho kandidáta či kandidátku napozici marketingového mana-žera pro střední avýchodníEvropu. „VČeské republice anaSlovensku se nám povedlo státse lovebrandem. Lidé nás majírádi avyužívají nás. Svědčí otomnejen naše interní statistiky,průzkumy aankety, ale řada cen,které jsme získali,“ uvedl MilanŠmíd, marketingový ředitelskupiny Packeta/Zásilkovnystím, že rma by podobnéhovýsledku chtěla dosáhnout inadalších trzích — maďarském, ru-munském, německém, polskémanově ivDubaji. „Cílem je býtpro celý segment e -commercetechnologickým řešením číslojedna, zároveň inovátorem trhůačeským e -shopům pomoci roz-šiřovat jejich byznys do zahrani-čí,“ doplnil Šmíd.Skupina Packeta má svávlastní kamenná místa vČesku,na Slovensku, Maďarsku aRu-munsku. Některá jsou nyní kvůlipandemii zavřená. VČesku márma přes 5500 výdejních míst,na Slovensku1070, vMaďarsku546 avRumunsku 201 výdejníchmíst. Tam se má počet do konceroku ještě zčtyřnásobit. Skupinamá rovněž téměř 91600part-nerských výdejních míst po celéEvropě.Svět podle MAMPacketa buduje značku, Blesk stálevede a SPIR brojí proti FlashNewsEe Awards serozdají vpondělí30. listopadu,začne se vpětodpoledne, atovrežimu homeoce. Vysíláníbude onlineavideo budedostupné pakzpětněFoto: PACKETA04ZPRÁVYStrana 5
Mafra stále našpici, Blesk takéCelkový zásah tisku podlenejnovějších dat Media projektu(2. a3.čtvrtletí 2020) meziročněklesá (83% vs. 86%) aklesá takécelková čtenost všech tiskovýchtitulů na vydání (67% vs. 72%).Nejčtenějším deníkem ipřes pro-pad počtu čtenářů zůstává Blesk(701 tis. na vydání vs. 873tisíc),klesá rovněž druhá MF Dnes(461vs. 513 tis.). Zpříloh stále vedeBlesk magazín TV, který ovšemtaké prohlubuje propad (901 tis.vs. 1 mil.). Zdarma rozdávané de-níky na tom nejsou lépe, Metro sepropadlo o70 tisíc čtenářů. Zpra-vodajským týdeníkům vévodí Re-ex, jemuž se meziročně čtenostzvýšila (256vs. 242 tis.) při sníženíprodaného nákladu. Čtenostčasopisů na vydání je 58 procent(loni 60%), vporovnání sprvnímpololetím je stabilní auněkterýchčasopiseckých skupin meziročnědokonce roste. Jedná se napříkladočasopisy obydlení, zahradě,vědě, zdraví avaření, většinaznich snižuje prodaný náklad,ale čtenost jim roste. Překvapi-vě vystřelila čtenost časopisuChip (106vs. 66 tis.) při téměřnezměněném prodaném nákladu.Výrazně si polepšily i100+1 Zá-zraky medicíny (+51 tis.), F.O.O.D.(+46 tis.). Mediální skupinousnevyšší čteností je Mafra ahnedvzávěsu skupina CNC.SPIR kritizujeFlashNewsNení to ani týden od spuštěnízpravodajského agregátoru rmyLivesport— FlashNews. Ihnedovšem narazil na odpor vydava-telů. Sdružení pro internetovýrozvoj (SPIR), jehož členy jsouiCzech News Center, ČTK, Econo-mia, FTV Prima, Mafra, SeznamaVLM, vydalo stanovisko:„Důrazně se vymezujeme protichování provozovatele webůashnews.com aashsport.com(ataké tomu odpovídajícímaplikacím), při kterém dochá-zí knedovolenému přebíráníautorského obsahu, včetněneoprávněného vytěžování data-báze, vytvořeného příslušnýmimediálními domy. Toto zcizováníobsahu vydavatelů způsobuje, žena obsahu vydavatelů neoprávně-ně abez jejich souhlasu protujeprovozovatel webů ashnews.Pokud nedojde kurychlenénápravě, SPIR zváží další právníkroky,“ píše se ve stanovisku. Toje celé zveřejněno na webu MAM.Dozorčí komiseČT odvolánaRada České televize minulý týdenodvolala svoji dozorčí komisi.Snávrhem přišla radní Hana Li-povská, která do rady nastoupilana jaře aod začátku kritizuje ve-dení ČT včetně jejího ředitele Pet-ra Dvořáka. Pro odvolání hlasova-lo 10 ze 13 přítomných radních.Dozorčí komisi vedl předseda JiříStaněk. Řádné funkční obdobísoučasné dozorčí komise měloskončit zhruba za rok apůl. Odvo-lání přichází vsituaci, kdy se blížíjednání orozpočtu České televizena příští rok.ADC Awardsmají termínFinální vyhlašování vítězů ADCCzech Creative Awards 2020 pro-běhne 26.listopadu. Ceremoniálbude vysílán na YouTube kanáluArt Directors Clubu. Vyhlašovánízačne v17hodin alive se mohouprostřednictvím různých plat-forem zapojit isamotné agentu-ry. OLouskáčka bude usilovat83prací zcelkově 206 přihláše-ných. Agentury navíc budou mítčas přihlásit své vítězné prácedo soutěže ADCE Awards díkyposunutému termínu na 7.prosi-nec2020, aby zkusily svůj úspěchzopakovat ina evropské úrovni.Je už také možné se přihlašo-vat do globální soutěže The ADCAnnual Awards, jejíž 100. ročníkpořádá oranizace The OneClub příští rok. Call for entrieskončí 26.března2021, práce jenutné registrovat online. Mimojiné bude již podruhé udělenoocenění Freelancer of the Yearapřibude kategorie In -HouseDesign.InzerceInzerceFoto: MAMZPRÁVYStrana 6
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