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 VEČÍRKYLETOS VIRTUÁLNĚZaměstnanci si vletošnímroce připijí jen na dálku.Některé rmy jim rozdajídárky apoukazy.str. 6LOUSKÁČKY SEROZDĚLOVALY ONLINESoutěž ADC Czech CreativeAwards ovládla kampaňsktivním prezidentskýmprojevem od Symbia digital.str. 8–13DIGITALIZACE V B2BV PLNÉM PROUDUFirmy vlivem coviduakcelerují přijímánídigitálních technologií,důraz kladou na agilitu.str. 14–15MÍT ODVAHUSE VYPLÁCÍVENDULAHLADKÁ4830. listopadu 202099 Kč / 4,90 €EXTRAMÍSTOPRODEJEPage 2
Modernizace dálnice D1úsek Praha–BrnoStav k říjnu 2020EUROVIA CSpracovala naPrahaBrnoMirošoviceHvězdoniceŠternovPsářeSouticeLoketHořiceKoberoviceHumpolecVelký BeranovVelké MeziříčíVelká BítešDevět KřížůMěřínÚSEK 11ÚSEK 16ÚSEK 2ÚSEK 10ÚSEK 7ÚSEK 5ÚSEK 18ÚSEK 22Dokončený úsekÚsek ve výstavběcelková délkamodernizace 161 kmMaM_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 17:30Page 3
Každý by si přál, aby vytvořilněco, co po něm zůstane. Eypt-ští faraoni vsadili na pyramidy,diktátoři zase spíše na mauzoleaapodnikatelé sní otom, že stvořírmu, která přečká staletí ikrize.Vdnešní dynamické anaštěstíhistoricky zdaleka nejlepší doběkžití, kdy si může svůj podni-katelský sen plnit téměř každý,je to jistě odost lehčí než předtřemi sty lety. Aco teprve předtisíci, kolik tehdy bylo globálněrem? Ovšem přečkat všechnyhistorické události, mory akrizeči revoluce není snadné achce toikus štěstí kromě nutné excelen-ce vodvětví. Přesto je řada rem,které dokázaly přežít celá dlouhástaletí.Nejstarší rmou bývá uváděnaKongō Gumi podnikající ve sta-vitelství, která vznikla jen něcopřes 100let po zániku Římskéříše. Ovšem vroce 2006, po1428letech zkrachovala astala sesoučástí rmy Takamatsu.Nejstarší fungující je Nishiya-ma Onsen Keiunkan, hotelshorkými prameny ve městěHayakawa vJaponsku. Založenbyl vroce 705. Nejdéle fungujícívýrobní mou je Genda ShiyōPaper Industries, založena byla771 avyrábí slavnostní papírovévýrobky jako přání či stuhy. Nej-starší rmou zžebříčku Fortune500 je Bank of New York Mellon,fungující od roku 1794.Ostatně z5500 dvě století sta-rých rem je jich plných 3100zJa-ponska, 800 pak zNěmecka. Prů-zkum mezi tisíci rmami starýmialespoň 300let ukázal, že plných23 procent podniká vprodejisaké, piva nebo vína. Sektoralkoholu dominuje, ato ještě nadruhém atřetím místě skončilyhotely respektive restaurace.Jako malé dítě pamatuji naprastrýce, který pálil slivovici(pálenica dodnes funguje 98.rok) akdyž jsem se ho tehdy namně vůbec nevonící nápoj ptal,řekl mi: „Chlapče, vyrábět chlastje pro každou dobu, ten přežijevšechny avšechno.“Přeji inspirativní čtení!Pavel HejkrlíkredaktorAlkohol přežijevšechnoEDITORIALInzerceRetail service U&WE je vám k dispozici 24/7ON-LINE REPORTING • JISTOTA NEPOŠKOZENÝCH ZÁSILEK A INSTALACÍ • 200% ZÁRUKA100% logistický, instalační, informační a reportingový serviswww.uwe.czwww.uwe.czADC AWARDSB2B MARKETINGB2B MARKETING V NOVÉ DOBĚCovid akceleroval digitální změnutaké voblasti B2B vztahů. Jak nynímarketéři reagují aco hraje prim?str. 14–15INFLUENCER MARKETINGVÝSLEDKY FIRMY NEMĚŘÍInuencery využívá jen jedna zdesetičeských rem či značek. Přínosy tétospolupráce pak většina neporovnává.str. 7MÍSTO PRODEJEPOPAI LETOS JEN V ONLINEPOPAI Fórum proběhlo virtuálněazaměřilo se na ženský pohled naretail. POPAI Awards vyhrál Wellen.str. 18 –19ADC CZECH CREATIVE AWARDSGrand prix získala kampaň Projev,který se nikdy nestal. Klientem rokuje HBO Europe.str. 8 –13Foto na titulní straně: VOJTĚCH RESLERPage 4
Home EFFIEHome EFFIEHome EFFIEPodívejte sena Youtube AKAod 1. prosincena YoutubeAKAod 1. prosinceVíce na CMYCMMYCYCMYKEFFIE_inzerce.pdf 1 23.11.2020 21:56:23UDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIACeny pronejlepší mluvčíOborové ocenění Mluvčí roku,které vyhlašuje PR Klub, zná svévítěze. Vkategorii veřejnéhosektoru dominovala Jana Poštováze Zdravotnické záchrannéslužby hl. m. Prahy. Na druhémmístě skončil Ladislav ŠtichazBIS, třetí příčku obsadil JanPapež, místopředseda amluvčíAsociace cestovních kanceláříČR. Vsoukromém sektoru slavilVáclav Koukolíček, manažerexterní komunikace Tesco StoresČR, druhý skončil Ladislav Kříž,manažer útvaru komunikaceČEZ, atřetí Patricie Šedivá,manažerka externí komunikaceavnějších vztahů Coca -Cola HBC,která polovinu uplynulého rokustrávila vAlze. PR týmem roku sestal tým korporátní komunikacePlzeňského Prazdroje. Druzí bylizástupci mediálního útvaru ČEZana 3. místě se umístil tým exter-ní komunikace České spořitelny.Adler je nověMalfiniVýrobce reklamního textiluapracovních oděvů Adler Czechod 1.prosince změní název naMalni. Původní název nesl odsvého založení vroce 1999. Novýnázev Malni má podle zástupcůrmy určité výhody díky stabil-nímu charakteru loga — typickyčerné siluetě orla, která nadálezůstává, druhým faktorem je ob-chodní model B2B. „PrůzkumemSvět podle MAMMluvčí roku, rebrand Adleru, POPAIAwards asituace vMladé frontěNejlepší velkoukampaní FlemaAwards se stalpočin Triadupro Gambrinus–Pet stop. Zamalé kampaněvyhrály#OciPrePlac odOlivera pro PostBellumFoto: PR KLUBZPRÁVYInzerceZleva: Magdalena Karlová, Zdeněk Kovář, Kateřina Zejda Králová. Vyslanci PR týmu Plzeňský Prazdroj.Page 5
Home EFFIEHome EFFIEHome EFFIEPodívejte sena Youtube AKAod 1. prosincena YoutubeAKAod 1. prosinceVíce na CMYCMMYCYCMYKEFFIE_inzerce.pdf 1 23.11.2020 21:56:23mezi zákazníky jsme si ověřili,že především symbol orla je proně synonymem kvality našichproduktů islužeb,“ vysvětlilamarketingová ředitelka rmyMartina Weberová.MF má dojetediční plánDění kolem vydavatelství Mladáfronta nabralo vminulém týdnuspád. Do vydání tohoto čísla MAMnebylo jasné, zda týdeník Europo výpadku vminulém týdnuopět vyjde, nicméně insolvenčnísprávkyně Petra Hýsková požáda-la soud ozelenou kjeho vytištění.Došlo ktomu na základě jednánísmanagementem MF avěřiteli.Předtím totiž naopak uvolněníprostředků pro tiskárnu zarazila.Podle Karla Novotného, generál-ního ředitele MF, je aktuálnímzáměrem snaha dokončit edičníplán vydavatelství do konceroku. Pak se má rma rozdělitna funkční celky aprodat počástech. Stejně, jako insolvenčnísprávkyně, ion vidí jako jedinoudalší možnost zastavení provozuzávodu. Mělo by kněmu ale dojítpozvolna, do konce roku, nikoliokamžitě. Zda se podaří udržetchod Eura, není jasné. Podlevyjádření Novotného iinsolvenč-ní správkyně je nyní šance, žeredakce získá alespoň říjnovoumzdu, která nedorazila. Na dalšíplaty, ale MF mít nebude.POPAI awardsvyhrál WellenMinulý týden byly poprvéčistě virtuálně vyhlášeny POPAIAwards, Hvězda 3D reklamy aPO-PAI Student Award. Nejúspěšněj-ším projektem POPAI Awards sestal exponát The Streets, kterýpředstavila společnost Wellen.Tento koncept získal celkemčtyři ocenění včetně absolutníhovítězství. Cílem projektu bylovčasovém limitu šesti měsícůnavrhnout anásledně zrealizovatdesignový koncept dvoupatrovéprodejny The Streets, která sespecializuje na basketbalovouastreetswear módu. VkategoriiDigitální komunikace zvítězilaInteraktivní gondola pro dia-gnostiku pleti pomocí scanováníobličeje aumělé inteligence odspolečnosti DEX Digi experiencepro zadavatele L‘Oréal ČR. Jakonejlepší POP materiál na bázipapíru byl vyhodnocen exponátJednopaletí Starbucks od společ-nosti Authentica. Vystavení proznačku Starbucks přineslo ikonic-ký hrnek vnadživotní velikosti doprodejen Globus. Nejúspěšnějšímprojektem Hvězda 3D reklamy sestal Brněnský drak — to je Brno,který do soutěže přihlásila spo-lečnost Brand Gifts.Forum Media ažpo VelikonocíchIkdyž se epidemiologická situacevnaší zemi snad pomalu obracíklepšímu, současná platnánařízení vlády omezující konáníhromadných akcí ještě budounějakou dobu platit. Vohláše-ném prosincovém termínu tedynebude možné konferenci ForumMedia uskutečnit anový termínjsme proto stanovili raději až nakvěten. Počítáme, že akce pro-běhne do určité míry hybridně— většinu řečníků přivítáme napódiu, někteří se snámi možnábudou muset spojit na dálku.Účastníci, kteří nebudou mocidorazit osobně, získají možnostsledovat celý program online,včetně možnosti zpětného pře-hrání tak, aby nepřišli onic anizjednoho sálu. Program zůstávástejný, tak jak jsme ho na konciléta ohlásili. Také místo konáníse nemění. Sejdeme se vkonfe-renčním centru Clarion vPrazeve středu 12.května. Zakoupenévstupenky zůstávají vplatnosti.OpravaVMAM 47/2020 na straně 7 jsmechybně uvedli jméno značky,okterou se stará Jakub MarekzPlzeňského Prazdroje. Správněmá být Gambrinus. Za chybu seomlouváme.Inzercewww.forummedia.czVzhledem 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 MEDIABUDE 12. KVĚTNA 2021FM_inzerce_jaro_210x99_MAM.indd 1FM_inzerce_jaro_210x99_MAM.indd 1 27.11.2020 10:5027.11.2020 10:50Foto: WELLENZPRÁVYPage 6
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