Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

47/2021

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

    JAK NAJÍT A HLAVNĚ
    UDRŽET TALENTY?
    S náborovými kampaněmi
    do marketingu se roztrhl
    pytel. Agentury i rmy
    překotně hledají juniory.
    str. 8–11
    PLÁNUJTE MÉDIA
    PODLE SKUTEČNOSTI
    Pracovníci mediálních
    agentur často žijí viluzi,
    že se běžná populace
    chová stejně jako oni.
    str. 20–21
    AUDIOTÉKA SÁZÍ NA
    VLASTNÍ PRODUKCI
    Přesvědčit partnery, že
    streaming je budoucnost,
    je stále těžké, říká Veronika
    Baurová zAudioteky.
    str. 22–23
    POZOR
    NA ŠMEJDY
    MARTIN
    MIKYSKA
    47
    22. listopadu 2021
    99 Kč / 4,90
  • Strana 2

    objednávejte na chci.mam.cz nebo na tel.: 735 707 420
    SVĚTOVÉ HVĚZDY NA
    HLAVNÍM PÓDIU FM
    Z novinářů se v éře
    dezinformací stáva
    garanti pravdy a za tu
    budou lidé rádi platit.
    str. 1215
    PR SUMMIT: ŘEŠILA SE
    TÉMATA DOBRA A ZLA
    Strategii komunikace
    sice ovliují národní
    specika, hlavní principy
    jsou ale společné.
    str. 24–25
    JAK DNES VYTVOŘIT
    ÚČINNOU KAMP
    Jak vytěžit z dat a měření
    maximum pro správné
    cílení, efektivní mediamix
    a vratnost investic.
    str. 26–31
    NUŤTE LIDI
    PŘEMÝŠLET
    MICHAEL
    CONRAD
    46
    15. listopadu 2021
    99 / 4,90
    30 STRAN
    O KONFERENCI
    FORUM MEDIA
    roční 3 500 Kč
    dvouleté 6 000 Kč
    roční 3 500 Kč
    dvouleté 6 000 Kč
    roční 5 000 Kč
    dvouleté 10 000 Kč
    roční 10 000 Kč
    dvouleté 20 000 Kč
    SVĚTOVÉ HVĚZDY NA
    HLAVNÍM PÓDIU FM
    Z novinářů se v éře
    dezinformací stáva
    garanti pravdy a za tu
    budou lidé rádi platit.
    str. 1215
    PR SUMMIT: ŘEŠILA SE
    TÉMATA DOBRA A ZLA
    Strategii komunikace
    sice ovliují národní
    specika, hlavní principy
    jsou ale společné.
    str. 24–25
    JAK DNES VYTVOŘIT
    ÚČINNOU KAMP
    Jak vytěžit z dat a měření
    maximum pro správné
    cílení, efektivní mediamix
    a vratnost investic.
    str. 26–31
    NUŤTE LIDI
    PŘEMÝŠLET
    MICHAEL
    CONRAD
    46
    15. listopadu 2021
    99 / 4,90
    30 STRAN
    O KONFERENCI
    FORUM MEDIA
    SVĚTOVÉ HVĚZDY NA
    HLAVNÍM PÓDIU FM
    Z novinářů se v éře
    dezinformací stáva
    garanti pravdy a za tu
    budou lidé rádi platit.
    str. 1215
    PR SUMMIT: ŘEŠILA SE
    TÉMATA DOBRA A ZLA
    Strategii komunikace
    sice ovliují národní
    specika, hlavní principy
    jsou ale společné.
    str. 24–25
    JAK DNES VYTVOŘIT
    ÚČINNOU KAMP
    Jak vytěžit z dat a měření
    maximum pro správné
    cílení, efektivní mediamix
    a vratnost investic.
    str. 26–31
    NUŤTE LIDI
    PŘEMÝŠLET
    MICHAEL
    CONRAD
    46
    15. listopadu 2021
    99 / 4,90
    30 STRAN
    O KONFERENCI
    FORUM MEDIA
    ušetřete až
    14 000 Kč
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    34 000 Kč
    tištěný časopis
    MAM
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  • Strana 3

    Na trhu začíná boj omarke-
    tingové specialisty. Agentury
    izadavatelé hledají srůstem
    zakázek další lidi anabídka pozic
    převyšuje poptávku. Například
    na porlu jobs.cz bylo vobdobí
    mezi srpnem aříjnem letošního
    roku o30 procent více volných
    pracovních míst vmarktingu než
    vroce 2019. Podle oslovených
    hráčů ztuzemského trhu už situ-
    ace připomíná stav před pár lety
    vsegmentu IT.
    Na rozdíl od něj ale vípadě
    marketingu tolik nepomohou
    zahraniční pracovníci, aproto
    bude přetahovaná otalenty iose-
    niornější pracovníky pokračovat.
    Aktuálně je největší zájem hlav
    opozice spjaté sdigitálem nebo
    vývojem adaty. Jde okreativce,
    accounty, stratéy, produní,
    social media specialisty, media
    konzultanty, PPC specialisty, ana-
    lytiky, data science odborky
    Agentury na trhu navíc trápí vy-
    soká uktuace pracovků, kte
    dosahuje idvaceti procent. Někte-
    ří lidé zoboru reklamy odc-
    zejí úplně, daí si po náročných
    měsících potřebují odpočinout
    adávají si několikaměsíční pauzu.
    Zájem je proto jak oseniorní, tak
    ijuniorní pozice. Zájemci opráci
    si tento fakt uvědomují anebojí se
    říkat si ovětší peníze, stejně jako
    trvají na exibilitě na straně za-
    městnavatele; home oce adalší
    výhody“ už berou také jako
    samozřejmost. Klienti se navíc
    budou muset připravit na to, že
    toto celkové zdražení ceny práce
    se odrazí ivcenách agentur.
    Některé agentury už také saha-
    jí kmotivačním bonusům za do-
    poručení možného zastnance.
    Covid navíc zsobil, že se loa-
    jalita lidí mění apráce zdomova
    mimo kancelář atýmy znamená,
    že se mezi zaměstnavateli stírají
    rozdíly zhlediska preferencí
    azíná rozhodovat zejména
    platové ohodnocení. Nedostatek
    kvalitních lidí na trhu pak vede
    ktomu, že si rmy iagentury
    musí vychovávat talenty samy.
    Omladé talenty bude boj
    vzhledem kdemograckým
    křivkám afaktu, že podíl skupin
    1018 a1929 vcelé populaci je
    zký. Na trhu je také vidět nárůst
    počtu sží vmarketingu, který
    vyrostl skoro trojnásobně apo
    určitém útlumu vminulosti se
    kněmu rmy znovu vracejí.
    Pavel Hejkrlík
    redaktor
    Kde najít lidi do
    marketingu?
    03
    EDITORIAL
    měsíčních aktivních uživatelů dosáhne podle App Annie TikTok
    v druhé polovině příštího roku. Měl by se tak už v počtu přehoup-
    nout přes polovinu uživatelů Facebooku. Dospělí tráví na TikToku
    letos denně zhruba 36 minut, příští rok to bude o minutu méně.
    Číslo týdne
    1,5 mld.
    HR
    INFLUENCER MARKETING
    SNAŽÍM SE IMUNIZOVAT LIDI
    PROTI MANIPULACÍM
    Mikýřova úžasná pouť internetem
    chystá delší díly amožná ivlastní
    reklamy, říká Martin Mikyska.
    str. 12 –13
    DATA V ECOMMERCE
    JAK VYLEPŠIT ZÁKAZNICKOU
    CESTU ZA VYUŽITÍ DAT?
    Data hrají v e-commerce a cílení stále
    větší roli. Jak jich využít pro lepší
    konverzi i spokojenost zákazníků?
    BOJ O TALENTY NA TRHU SE
    PŘIOSTŘUJE, LIDÉ CHYBĚJÍ
    Agentury i zadavatelé se při
    obsazování marketingových pozic
    musí spoléhat i na výchovu talentů.
    str. 6 –7
    str. 8 –11
    VIZUÁLNÍ IDENTITA
    PRVNÍ MUZEUM MOBILŮ VZNIKÁ
    I DÍKY ČESKÝM FIRMÁM
    Téměř čticetiletou historii mobilů
    mapuje londýnské muzeum svizuální
    identitou od studia Toman Design.
    str. 16 –17
    MEDIÁLNÍ PLÁNOVÁNÍ
    PRÁCE V BUBLINĚ MEDIÁLNÍCH
    AGENTUR OMLAZUJE
    Mediální návyky zaměstnanců
    agentur se často přibližují nejmladší
    věkové skupině vpopulaci.
    str. 20 –21
    AUDIO OBSAH
    TVORBA VLASTNÍHO OBSAHU
    JE PRO AUDIOTEKU PRIORITOU
    Pracujeme na tom, abychom se ve
    streamování přiblížili Netixu nebo
    Spotify, říká Veronika Bauerová.
    str. 22 –23
    Foto na titulní straně: BOHUMIL POSPÍŠIL
  • Strana 4

    ULOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Prodejen v OC
    spíše přibý
    V září a říjnu podle Shopiny,
    společnosti, která průžně
    analyzuje odchody a příchody
    značek do nákupních center
    nejen v Česku, ale také na Sloven-
    sku a v regionu DACH, otevřelo
    celkem 177 prodejen a zároveň
    128 zavřelo. Aktuálně společ-
    nost vČesku monitoruje celkem
    290nákupních center v rámci
    Shopiny Mall Analyser.
    „Plyne nám z toho, že covid
    nezpůsobil vůbec nic, což mě
    samotho překvapuje. A sleduje-
    me to i ve světě. Velké znky
    mají ksné nové obchody. Napří-
    klad Adidas otevřel outdoorovou
    prodejnu v centru Mnichova,
    vznikají úžasné interiéry, do
    kterých máte chuť jít,“ říká Jan
    Hübner, CEO Shopiny. Jako další
    íklad uvedl „agship“ prodejnu
    M&M‘s v Berlíně nebo prodejnu
    pro fanoušky Bayern Mnichov.
    „Myslel jsem, že přijde utlumení
    a rozjelo se to hrozně,“ říká Hüb-
    ner podle kterého se postupně
    skladba center bude posunovat
    směrem k zábavě.
    Rohlik míří do
    dalších zemí
    Rohlik Group spustí vprvní polo-
    vině roku 2022 vItálii aRumun-
    sku své služby doručování online
    kupů pod novou značkou
    Sezamo. Od jara tak ke služm
    Rohlik Group získá přístup téměř
    2,5 milionu nových domácností
    zMina aBukurešti. Itálie bude
    po Německu druhým největším
    trhem, na kterém budou online
    íjmy Amazonu
    zdigitální
    reklamy budou
    letos 25miliard
    dolarů, oproti
    loňskému roku
    o55procent
    více. Amazon
    ovládá už
    12procent trhu
    Foto: ADIDAS
    Svět podle MAM
    OC táhnou, rozpínání Rohliku,
    Češi aVOD, Nike bodoval aceny LIA
    ZPRÁVY
    Svodka
    Globus ČR si ve výběro-
    vém řízení zvolil Havas Digital
    jako novou agenturu, která bude
    zajišťovat dlouhodobou komuni-
    kaci značky na soclních sítích
    adaích digitálních kalech
    včetně s tím spojené strategie,
    správy anákupu reklamního
    prostoru, přípravy arealizace
    kreativních kampaní. Havas tak
    po několika letech vystřídal
    agenturu 2Fresh.
    Startup Leepa před-
    stavil aplikaci pro výnu zboží
    aslužeb vzájemně mezi lidmi.
    Leepa App má být interaktivním
    ahravým ttěm, kde směn
    obchod není závislý na penězích.
    Vize startupu se však netýká pouze
    hmotného zboží, které je obvykle
    předmětem směnných obchodů.
    lem Leepy je vytvořit nový eko-
    systém, kde uživatelé mohou smě-
    nit vedle předmětů idovednosti,
    služby či potřebná know -how.
    Kpodzimu 2021 aplikace čítá přes
    2000 registrovaných uživatelů.
    Reklamní výdaje byly
    podle dat Nielsen Admosphere
    vříjnu meziročně vší uech
    mediatypů kromě televize. Lépe
    se oproti loňskému říjnu dařilo
    rozhlasovým médm, kde je me-
    ziroční změna nejvyšší (+24%).
    Knihobot.cz umožní
    vpříštím roce vracet do ohu
    také knihy ze Slovenska. Fungo-
    vat zde bude se stejným mode-
    lem jako vČesku. Majitel knihy
    vyfotografuje, předá je kurýrovi,
    který přijede zdarma, apak už
    jen čeká na peze zprodeje.
    Tesco Online rozšiřuje
    závozové oblasti na Ostravsku.
    Posiluje také kapacity arozšířila
    počet obchodů, ve kterých se
    kupy připravují. Nově přibyly
    Plzeň Borská Pole aOstrava
    Hrabová. Zákazníci tak najdou
    více volných časových slotů pro
    doručení svých nákupů.
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    04
  • Strana 5

    supermarkety Rohlik Group pů-
    sobit. Sezamo odstartuje ve 2. po-
    lovině roku 2022 také ve Španěl-
    sku. Do čela společnosti Sezamo
    vItálii přiczí Andrea Colombo.
    Vedle expanze vmci evropské-
    ho trhu vroce 2022 rma rozšíří
    působnost vmci zemí, ve kte-
    rých působí: Knuspr.de se do
    dvou let rozroste do Frankfurtu,
    Hamburku, Kolína nad Rýnem,
    Essenu, Hannoveru, Stuttgartu,
    Lipska adalších měst. Rohlik.
    cz zrychlí doručení nákupu do
    60minut od objední. Ktomu
    pomůže čtvrtý, plně automatizo-
    vaný sklad, který bude otevřen
    vChšťanech uPrahy.
    Dva miliony
    Čechů streamují
    Z výzkumu Atmedia index vy-
    plývá, že v současnosti si alesp
    jednu ze streamovacích služeb
    předplácí 28 procent českých
    televizních diváků.
    Alespoň jednu z nich u nás
    využívají téměř dva miliony lidí.
    Část z nich si přitom předplácí
    hned několik takových služeb, na
    jednoho diváka jich v průru
    ipadá 1,44. K nejpopulárnějším
    patří Netix a HBO Go.
    Trh s videi na vádání má
    vČesku ještě výrazný prostor
    pro růst.
    „Například ve Velké Británii
    nebo ve státech severní Evropy
    platí za VOD služby až 80 procent
    domácností, přičemž nehají
    platit i za dvě nebo tři najednou,
    říká Pavel Müller, head of rese-
    arch & marketing ve společnosti
    Atmedia.
    Nejefektivnější
    reklamu světa
    má Nike
    Ve vůbec prvním ročku soutěže
    Global Best of the Best Ee, vž
    byly hodnoceny projekty, které
    skaly Grand azlaté trofeje ze
    ech soutěží Ee vletech 2019
    a2020, získala nejhodnotnější
    trofej Iridium kampaň Dream
    Crazy vytvořená agenturou
    Wieden+Kennedy Portland pro
    značku Nike.
    Podle poroty se tak Dream
    Crazy stala nejefektivnější
    kampaní posledních dvou let,
    Tří kampaně, která vznikla ke
    třicátému výročí sloganu Just Do
    It byl hráč amerického fotbalu
    Colin Kaepernick, který na pro-
    test proti policejní brutalitě klečel
    i americké hymně. Riskoval tím
    svou karru azprvu se zlo, že
    ispolečnost Nike ohrozila svůj
    byznys. Firma ale ve svém postoji
    vytrvala, příspěvky kampa
    trhaly rekordy na soclních
    sítích, získaly obrovský prostor
    vdiích anakonec o31 procent
    narostly prodeje ahodnota znač-
    ky Nike se zvýšila ošest miliard
    dolarů. Na shortlist Global Best of
    the Best Ee se dostala isloven-
    ská agentura Triad se dvěma
    kampami — Terapia šetrem
    pro VÚB banku aTrue Colors
    of Slovakia pro značku Absolut
    spadající pod Pernod Ricard.
    London
    International
    Awards
    Globální kreativní soutěž London
    International Awards představila
    letošní vítěze. Sítí roku se stala
    Ogilvy, agenturou roku Publicis
    Italy aglobální nezávislou sítí
    Serviceplan Group. Trofejí glo-
    lní produkční společnosti roku
    byla oceněna Landia Madrid,
    vpost produkci ji získala spo-
    lečnost Framestore London,
    aglobální hudební společností
    je 750mph London. Globální
    designovou rmou se stala Jones
    Knowles Ritchie, glolní rozhla-
    sovou aaudio společností roku
    potom Studio Funk Hamburg.
    České barvy vsoutěži hájila
    kampaň „Duch“ od Triad
    Advertising, pro znku Ikea,
    která od startovala dlouhodobý
    boj značky proti domácímu
    silí. Dostala se mezi nalisty
    vkategorii Online lm.
    Klientem roku se stala
    společnost Burger King, jejíž
    kampaně získaly inejvíce Grand
    LIA oce nění. Moldy Whopper od
    INGO Stockholm, David Miami
    aPublicis si odnesl nejvší ceny
    vkategoriích Online Film aPrint.
    Vkategoriích Integration aNon-
    -traditional pak uspěl projekt
    Stevenage Challenge od agentury
    David Madrid. Vkategorii Design
    uspěla soživením vizl ní iden-
    tity Burger Kingu agentura Jones
    Knowles Ritchie.
    Foto: NIKE
    CNC:
    tady a teď
    E15 spouští
    online platformu
    Workspace15
    Letošní rok je us nabitý novin-
    kami ajednu znich představuje
    před koncem roku ináš zpravo-
    dajský ekonomický titul E15. Jde
    oonline platformu, jejímž hlav-
    m cílem je pohat rm bu-
    dovat tu správnou image. Tomu
    bude napohat především co
    nejreálnější obsah anovinářský
    tým, který bude Workspace15
    pro klienty připravovat.
    Microsites, jež najdou uživa-
    telé pod online deníkem e15.cz,
    budou představovat apoodhalo-
    vat příběhy jednotlivých českých
    rem. Návštěvníky platformy
    mají být podle tvůrců seniorní
    lidé na pracovním trhu, kteří sice
    aktivně nehledají práci, ale nad
    změnou přemýšlejí.
    Náborová komunikace ve
    formě inzerátů na volné pozice
    už zaměstnavatelům nestí.
    Employer branding je vdnešní
    době vním jako jeden znej-
    sadnějších nástrojů pro nábor
    nových zaměstnanců. Tento
    speciální HR obsah vpodobě
    textů, ale ivideí, eventů nebo
    podcastů je pro budoucí astávají-
    cí zaměstnance velice atraktivní.
    Uchazům pomáhá lépe se ori-
    entovat adozvědět se maximum
    odané spolnosti.
    Za projektem Workspace15 stojí
    Tomáš Hybeš aVeronika
    Vimmerová. Ti spolu měli možnost
    pracovat už na projektu kariérní-
    ho showroomu Proudly.cz
    anásledně magazínu Studenta
    vydavatelství Economia.
    Rozhodující je stále
    obsah
    Nová platforma však nemá být jen
    vizuálně atraktivním remním
    prolem. Není ovolných pozicích
    abenetech. Nejdůležitější je
    stále obsah, který má přinést po-
    znání. To však vzniká až ve chvíli,
    kdy tvůrci této platformy ajejího
    obsahu danou rmu poznají
    adokážou dál reprodukovat její
    íh. Workspace15 chce rmy
    ukazovat takové, jaké doopravdy
    jsou. Tedy sjejich vizemi, ale
    třeba iminumi neúspěchy.
    RUBRIKA JE KOMERČNÍ
    SPOLUPRACÍ MAM
    A VYDAVATELSTVÍ CZECH NEWS
    CENTER
    Inzerce
    ZPRÁVY
    05
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