Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

48/2020

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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    VÁNOČNÍ VEČÍRKY
    LETOS VIRTUÁLNĚ
    Zaměstnanci si vletošním
    roce připijí jen na dálku.
    Některé rmy jim rozdají
    dárky apoukazy.
    str. 6
    LOUSKÁČKY SE
    ROZDĚLOVALY ONLINE
    Soutěž ADC Czech Creative
    Awards ovládla kampaň
    sktivním prezidentským
    projevem od Symbia digital.
    str. 8–13
    DIGITALIZACE V B2B
    V PLNÉM PROUDU
    Firmy vlivem covidu
    akcelerují přijímání
    digitálních technologií,
    důraz kladou na agilitu.
    str. 14–15
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  • Page 2

    Modernizace dálnice D1
    úsek Praha–Brno
    Stav k říjnu 2020
    EUROVIA CS
    pracovala na
    Praha
    Brno
    Mirošovice
    Hvězdonice
    Šternov
    Psáře
    Soutice
    Loket
    Hořice
    Koberovice
    Humpolec
    Velký Beranov
    Velké Meziříčí
    Velká Bíteš
    Devět Křížů
    Měřín
    ÚSEK 11
    ÚSEK 16
    ÚSEK 2
    ÚSEK 10
    ÚSEK 7
    ÚSEK 5
    ÚSEK 18
    ÚSEK 22
    Dokončený úsek
    Úsek ve výstavbě
    celková délka
    modernizace 161 km
    MaM_Praha_Brno_D1_static_CZ_210x280mm_2020_stav_k_rijnu.indd 1MaM_Praha_Brno_D1_static_CZ_210x280mm_2020_stav_k_rijnu.indd 1 23.11.2020 17:3023.11.2020 17:30
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    Každý by si přál, aby vytvořil
    něco, co po něm zůstane. Eypt-
    ští faraoni vsadili na pyramidy,
    diktátoři zase spíše na mauzolea
    apodnikatelé sní otom, že stvoří
    rmu, která přečká staletí ikrize.
    Vdnešní dynamické anaštěstí
    historicky zdaleka nejlepší době
    kžití, kdy si může svůj podni-
    katelský sen plnit téměř každý,
    je to jistě odost lehčí než před
    třemi sty lety. Aco teprve před
    tisíci, kolik tehdy bylo glolně
    rem? Ovšem přkat všechny
    historické události, mory akrize
    či revoluce není snadné achce to
    ikus štěstí kromě nutné excelen-
    ce vodvětví. Přesto je řada rem,
    které dokázaly přežít celá dlou
    staletí.
    Nejstarší rmou bývá uváděna
    Kongō Gumi podnikající ve sta-
    vitelství, která vznikla jen něco
    přes 100let po zániku Římské
    říše. Ovšem vroce 2006, po
    1428letech zkrachovala astala se
    součástí rmy Takamatsu.
    Nejstarší fungující je Nishiya-
    ma Onsen Keiunkan, hotel
    shorkými prameny ve městě
    Hayakawa vJaponsku. Založen
    byl vroce 705. Nejdéle fungující
    výrobní mou je Genda Shi
    Paper Industries, založena byla
    771 avyrábí slavnostní papírové
    výrobky jako přání či stuhy. Nej-
    starší rmou zžebříčku Fortune
    500 je Bank of New York Mellon,
    fungující od roku 1794.
    Ostatně z5500 dvě století sta-
    rých rem je jich plných 3100zJa-
    ponska, 800 pak zNěmecka. Prů-
    zkum mezi tisíci rmami starými
    alespoň 300let ukázal, že plných
    23 procent podniká vprodeji
    saké, piva nebo vína. Sektor
    alkoholu dominuje, ato ještě na
    druhém atřetím místě skončily
    hotely respektive restaurace.
    Jako malé dítě pamatuji na
    prastrýce, který pálil slivovici
    (pálenica dodnes funguje 98.
    rok) akdyž jsem se ho tehdy na
    mně vůbec nevonící nápoj ptal,
    řekl mi: „Chlapče, vyrábět chlast
    je pro každou dobu, ten přežije
    všechny avšechno.
    Přeji inspirativní čte!
    Pavel Hejkrlík
    redaktor
    Alkohol přežije
    všechno
    EDITORIAL
    Inzerce
    Retail service U&WE je vám k dispozici 24/7
    ON-LINE REPORTING • JISTOTA NEPOŠKOZENÝCH ZÁSILEK A INSTALACÍ • 200% ZÁRUKA
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    www.uwe.czwww.uwe.cz
    ADC AWARDSB2B MARKETING
    B2B MARKETING V NOVÉ DOBĚ
    Covid akceleroval digitální změnu
    také voblasti B2B vztahů. Jak nyní
    marketéři reagují aco hraje prim?
    str. 14–15
    INFLUENCER MARKETING
    SLEDKY FIRMY NEMĚŘÍ
    Inuencery využívá jen jedna zdeseti
    českých rem či značek. Přínosy této
    spolupráce pak většina neporovnává.
    str. 7
    MÍSTO PRODEJE
    POPAI LETOS JEN V ONLINE
    POPAI Fórum proběhlo virtuálně
    azaměřilo se na ženský pohled na
    retail. POPAI Awards vyhrál Wellen.
    str. 18 –19
    ADC CZECH CREATIVE AWARDS
    Grand prix získala kampaň Projev,
    který se nikdy nestal. Klientem roku
    je HBO Europe.
    str. 8 –13
    Foto na titulní straně: VOJTĚCH RESLER
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    Home EFFIE
    Home EFFIE
    Home EFFIE
    Podívejte se
    na Youtube AKA
    od 1. prosince
    na Youtube
    AKA
    od 1. prosince
    Více na 
    
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    EFFIE_inzerce.pdf 1 23.11.2020 21:56:23
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Ceny pro
    nejlepší mluvčí
    Oborové ocenění Mluvčí roku,
    které vyhlašuje PR Klub, zná své
    vítěze. Vkategorii veřejného
    sektoru dominovala Jana Poštová
    ze Zdravotnické záchran
    služby hl. m. Prahy. Na druhém
    stě skončil Ladislav Šticha
    zBIS, třetí příčku obsadil Jan
    Papež, místopředseda amluvčí
    Asociace cestovních kanceří
    ČR. Vsoukromém sektoru slavil
    Václav Koukolíček, manažer
    externí komunikace Tesco Stores
    ČR, druhý skončil Ladislav Kříž,
    manažer útvaru komunikace
    ČEZ, atřetí Patricie Šedivá,
    manažerka externí komunikace
    avnějších vztahů Coca -Cola HBC,
    která polovinu uplynulého roku
    strávila vAlze. PR týmem roku se
    stalm korporátní komunikace
    Plzského Prazdroje. Druzí byli
    stupci medlho útvaru ČEZ
    ana 3. místě se ustil tým exter-
    ní komunikace České spořitelny.
    Adler je no
    Malfini
    robce reklamho textilu
    apracovních oděvů Adler Czech
    od 1.prosince zní název na
    Malni. Původní název nesl od
    svého založení vroce 1999. Nový
    zev Malni má podle zástupců
    rmy uité výhody díky stabil-
    mu charakteru loga — typicky
    černé siluetě orla, která nadále
    stává, drum faktorem je ob-
    chodní model B2B. „Průzkumem
    Svět podle MAM
    Mluvčí roku, rebrand Adleru, POPAI
    Awards asituace vMladé frontě
    Nejlepší velkou
    kampaní Flema
    Awards se stal
    počin Triadu
    pro Gambrinus–
    Pet stop. Za
    malé kampaně
    vyhrály
    #OciPrePlac od
    Olivera pro Post
    Bellum
    Foto: PR KLUB
    ZPRÁVY
    Inzerce
    Zleva: Magdalena Karlová, Zdek Kovář, Kateřina Zejda Králová. Vyslanci PR týmu Plzeňský Prazdroj.
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    Home EFFIE
    Home EFFIE
    Home EFFIE
    Podívejte se
    na Youtube AKA
    od 1. prosince
    na Youtube
    AKA
    Více na 
    
    C
    M
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    K
    EFFIE_inzerce.pdf 1 23.11.2020 21:56:23
    mezi zákazníky jsme si ověřili,
    že především symbol orla je pro
    ně synonymem kvality našich
    produktů islužeb,“ vysvětlila
    marketingová ředitelka rmy
    Martina Weberová.
    MF má dojet
    ediční plán
    ní kolem vydavatelství Mladá
    fronta nabralo vminulém týdnu
    spád. Do vydání tohoto čísla MAM
    nebylo jasné, zda týdeník Euro
    po výpadku vminulém týdnu
    opět vyjde, nicméně insolvenční
    správkyně Petra Hýsková požáda-
    la soud ozelenou kjeho vyttění.
    Došlo ktomu na základě jed
    smanagementem MF avěřiteli.
    Předtím totiž naopak uvolně
    prostředků pro tiskárnu zarazila.
    Podle Karla Novotného, genel-
    ho ředitele MF, je aktuálním
    měrem snaha dokončit ediční
    plán vydavatelství do konce
    roku. Pak se má rma rozdělit
    na funkční celky aprodat po
    částech. Stejně, jako insolvenč
    správkyně, ion vidí jako jedinou
    další možnost zastavení provozu
    závodu. Mělo by kněmu ale dojít
    pozvolna, do konce roku, nikoli
    okamžitě. Zda se podaří udržet
    chod Eura, není jasné. Podle
    vyjádření Novotného iinsolvenč-
    ní správkyně je nyní šance, že
    redakce získá alespoň říjnovou
    mzdu, která nedorazila. Na další
    platy, ale MF mít nebude.
    POPAI awards
    vyhrál Wellen
    Minulý týden byly popr
    čistě virtlně vyhšeny POPAI
    Awards, Hvězda 3D reklamy aPO-
    PAI Student Award. Nejúspěšněj-
    ším projektem POPAI Awards se
    stal exponát The Streets, který
    představila společnost Wellen.
    Tento koncept získal celkem
    čtyři ocenění včetně absolutního
    vítězství. Cílem projektu bylo
    včasovém limitu šesti měsíců
    navrhnout asledně zrealizovat
    designový koncept dvoupatrové
    prodejny The Streets, která se
    specializuje na basketbalovou
    astreetswear módu. Vkategorii
    Digitální komunikace zvítězila
    Interaktivní gondola pro dia-
    gnostiku pleti pomocí scanování
    obličeje aumělé inteligence od
    společnosti DEX Digi experience
    pro zadavatele LOréal ČR. Jako
    nejlepší POP materiál na bázi
    papíru byl vyhodnocen exponát
    Jednopaletí Starbucks od společ-
    nosti Authentica. Vystavení pro
    znku Starbucks přineslo ikonic-
    ký hrnek vnadživotní velikosti do
    prodejen Globus. Nejúspěšnějším
    projektem Hvězda 3D reklamy se
    stal Brněnský drak — to je Brno,
    který do soutěže přihsila spo-
    lečnost Brand Gifts.
    Forum Media až
    po Velikonocích
    Ikdyž se epidemiologická situace
    vnaší zemi snad pomalu obrací
    klepšímu, současná plat
    nařízení vlády omezující konání
    hromadných akcí ještě budou
    nějakou dobu platit. Vohše-
    ném prosincovém termínu tedy
    nebude možné konferenci Forum
    Media uskutnit anový termín
    jsme proto stanovili raději až na
    květen. Počíme, že akce pro-
    běhne do uité míry hybrid
    — většinu řečníků přivítáme na
    pódiu, někteří se snámi mož
    budou muset spojit na dálku.
    Účastníci, kteří nebudou moci
    dorazit osobně, získají možnost
    sledovat celý program online,
    včetně možnosti ztného pře-
    hrání tak, aby nepřišli onic ani
    zjednoho sálu. Program zůstává
    stejný, tak jak jsme ho na konci
    léta ohlásili. Také místo koná
    se nemě. Sejdeme se vkonfe-
    renčm centru Clarion vPraze
    ve středu 12.května. Zakoupené
    vstupenky zůstávají vplatnosti.
    Oprava
    VMAM 47/2020 na straně 7 jsme
    chybně uvedli jméno značky,
    okterou se stará Jakub Marek
    zPlzského Prazdroje. Správ
    má být Gambrinus. Za chybu se
    omloume.
    Inzerce
    www.forummedia.cz
    Vzhledem k trvajícím protiepidemickým opatřením se konference Forum Media přesouvá na jaro.
    Místo konání a program nezměněny, rezervované vstupenky zůstávají v platnosti.
    Pokud Vám nový termín nevyhovuje, kontaktujte nás na [email protected]
    nebo na telefonu 735 707 420, abychom mohli najít vhodné řešení.
    Za případné komplikace se omlouváme.
    FORUM MEDIA
    BUDE 12. KVĚTNA 2021
    FM_inzerce_jaro_210x99_MAM.indd 1FM_inzerce_jaro_210x99_MAM.indd 1 27.11.2020 10:5027.11.2020 10:50
    Foto: WELLEN
    ZPRÁVY
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