Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
49/2020
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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objednávejte na chci.mam.cz nebo na tel.: 735 707 420VÁNOČNÍ 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 €EXTRAMÍSTOPRODEJEroční 3 500 Kčdvouleté 6 000 Kčroční 3 500 Kčdvouleté 6 000 Kčroční 5 000 Kčdvouleté 10 000 Kčroční 10 000 Kčdvouleté 20 000 KčVÁNOČNÍ 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 VB2BVPLNÉM PROUDUFirmy vlivem coviduakcelerují přijímánídigitálních technologií,důraz kladou na agilitu.str.14–15MÍT ODVAHUSE VYPLÁCÍVENDULAHLADKÁ4830.listopadu202099Kč/ 4,90€EXTRAMÍSTOPRODEJEušetřete až14 000 Kčušetřete až34 000 KčMÍT ODVAHUSE VYPLÁCÍVENDULAHLADKÁPředplaťte siMarketing & Mediatištěný časopisMAMPRINTčasopis na webu nebo ve čtečceMAMDIGITALMAMKOMPLETMAM print + MAM digital + onlinearchiv + vstup Forum Media FocusMAMEXPERTMAM print + MAM digital + onlinearchiv + vstup Forum Media +vstup Forum Media Focusa získejte vstup na všechnyakce z cyklu Forum MediaMAM_inzerce_predplatne_210x280_MAM_2020_49.indd 1MAM_inzerce_predplatne_210x280_MAM_2020_49.indd 1 02.12.2020 14:1502.12.2020 14:15Page 3
Kauza kolem největší ekologickékatastrofy za poslední desetiletí —otrávené řeky Bečvy — mi nevímproč nějak evokuje lm Vrtětipsem. Místo, aby došlo k„zaklek-nutí“ úřadů, kauza se až přílišvleče, neboť dochází kdalšímúnikům, které působí spíše jakosnaha oodklonění pozornosti ji-nam. Ostatně to naznačují ivýpo-vědi očitých svědků zřad rybářů,kteří tvrdí, že se sleduje špatnávýpusť. Firma Deza spadající podAgrofert ihned po prvním únikukategoricky odmítla pochybeníastejně brzy ji kmému překva-pení zpodezřelých vyloučilyiúřady. Později vyšlo najevo, ževe stejný den byla vDeze havárie,která ale nebyla hlášena, protožešlo o„provozní událost“. Šéfspolečnosti Energoaqua OldřichHavelka zareálu rožnovské Teslymluví otom, že inspekce unich„pořád nic nenašla adělají pořádto samé, aby něco našli“. Ministrživotního prostředí Brabec jeoprávněně vyzýván krezignaci,do celé věci se už vložil iombuds-man Stanislav Křeček.Kromě zpráv ootrávené vodězaujal ijeden text ovodě živézkategorie novinářského bizáru.VLidových novinách vyšel 2.pro-since stitulkem „Živou vodouproti covidu“. Nebyl to vtip, textbyl myšlen vážně apopisoval, jakmobil saplikací Cell Wellbeingstačí přiložit ke sklenici vodyadojde ke změně molekulárnístruktury vody avznikne „elixírzdraví“. Obsahoval imnohodalších perel typu, že „frekvencefotonů musí být čerstvé“ apodob-ně, chyběla už jen zmínka onige-rijském princi apohádkovém dě-dictví. Autorce posílám na dálkuslušivý klobouček zalobalu.No, když už nezafungovalokritické myšlení uautorky, měltento žvást někdo zredakce stop-nout. Lidovky se za text omluvily,selhal prý kvůli home ocekontrolní mechanismus.Přeji zajímavé čtení!Pavel HejkrlíkredaktorKauzy otrávenéi živé vody03EDITORIALFoto na titulní straně: PAVEL VÍTEKInzerceTERMINÁL 3LETY SOUKROMÝCHLETADELProstor pro setkání nejexkluzivnějšíchproduktů a služeb s nejbonitnější klientelouLetiště Václava Havla Prahawww.jcdecaux.czMARKETING CBD PRODUKTŮEFFIE AWARDSHOME EFFIE 2020 Z OBÝVÁKUSoutěž efektivity reklamyakomunikace poprvé po dvaadvacetiletech probíhala online.str. 13 –28DESIGNMÁME NA TO STÁT SEDESIGNOVOU VELMOCÍKrize může designu pomoci, říkáJana Zielinski, šéa Designbloku.str. 6 –7TISKVYDAVATELSTVÍ A11 NAKUPUJEA11 do svého portfolia nově přidaloMladý svět, expanduje vregionecharozšiřuje prémiové tituly.OBŘÍ POTENCIÁL KONOPÍCBD produkty zajímají investoryiznačky, trh výrazně roste. Marketingje však stále nelehkou výzvou.str. 8 –12str. 32 –33Page 4
SvodkaImperial Tobacco ČRspolupracuje se společnostíConectart provozující kontaktnícentra, bude pro něj zajišťovat zá-kaznickou linku (klasické hovoryamailovou komunikaci) azákaz-nický program bluCare.Safina si vtendru vybralaagenturu Better, aby pro ni zajisti-la online B2B komunikaci. Betterpřipraví digitální strategii, budese starat okampaně či pracovatna nové vizuální identitě.Komerční banka, proniž více než deset let pracovalavoblasti PR agentura Beneš Con-sulting Group, si vybrala novouagenturu. Crest Communicationsvyhrála vtendru, jehož se zúčast-nily přes tři desítky agentur.Billa testuje prodejny do obcípod tři tisíce obyvatel. První pro-dejna vkonceptu Billa Denně čer-stvá je ve Strašicích uRokycan.Smartlook, brněnský star-tup, který se zaměřuje na analýzuchování uživatelů webů aapli-kací, získal investici přesahující81milionů korun. Použije ji takéna posílení pozice vUSA.Česká spořitelna –penzijní společnostsi pro správu sociálních sítívybrala agenturu Acomware, po-stará se oFacebook aInstagram.Gap, která před časem ohlásilavstup na náš trh, otevřela minulýtýden ve čtvrtek dvě kamannéprodejny vČR, jedna je vpraž-ském centru Westeld Chodovadruhá vostravském Foru NováKarolína.FastCentrik aMall.czspolupracují, obchodníci vrámcitržiště Mall Partner tak mohouspravovat objednávky přímo vesvém rozhraní.Magistrát hl. m.Prahy zakáže od října2021používání reklamních plakátů,plachet adalších reklamníchnosičů kromě historického centrataké vširší části metropole.VÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIAPivo Proud jdedo prodejeŘemeslný pivovar Proud ze sku-piny Plzeňský Prazdroj začal pro-dávat své speciály. Nabízí je na-příklad Rohlik.cz. Pivo se rozvezeido pivoték aochutnávkovýchpivnic. „Naším cílem je zařadit sepo bok minipivovarů, sněkterý-mi časem ispolupracovat,“ uvedlMichal Škoda ředitel pivovaruProud. Autorem loga je agenturaArtbureau, která zvítězila vsou-těži Czechdesign slogem, kteréfunguje obousměrně. „Zhrubajednou za sto let vznikne značka,která je čitelná ivzhůru nohama.UProudu jsme to štěstí měli,”uvedl Jakub Wdowka, zakládajícíčlen studia Artbureau.MiliardovýShipMonkJan Bednář začínal sbyznysemještě za studií na Floridě aminulýtýden v29 letech se dostal mezistovku nejbohatších Čechů. Způ-vodně malé rmy pro dodávkyzboží kamarádům, kterou založilvroce 2014, roste jednorožec.Minoritní podíl vjeho logistic-kém startupu ShipMonk, kterývUSA provozuje rozsáhlé auto-matizované sklady azajištujekompletní logistiku pro tisícovkuamerických e -shopů, koupil fondSummit Partners za 6,3 miliardykorun. Celá rma je tak oceněnanad 15 miliard korun. Peníze vy-užije na další expanzi do Evropy,kde plánuje otevřít centrum.Počáteční kapitál Bednářzískával zvysokoškolskýchaventure soutěží. Splněný ame-rický sen!Svět podle MAMObousměrný Proud, raketový ShipMonk,FM sLionhearted aVisa vyměnila agenturuPropad výdajůdo reklamyvEvropě letospodle WARCdosáhne14,5procenta(17,7 mld.eur).Příští roknás čeká10procentní růst04ZPRÁVYFoto: PROUDPage 5
Forum Mediaa Lionheartedspojují sílySpolečnost Forum Media, kteráje vydavatelem týdeníku MAMapořadatelem stejnojmennýchoborových konferencí, se do-hodla na programovém aper-sonálním propojení se značkouLionhearted. Ta je na českémtrhu reprezentantem mezinárod-ních festivalů Lions pořádanýchkaždoročně vCannes aorganizá-torem tréninkového programuasoutěže Young Lions či konfe-rence Cannes in Prague.Obě společnosti se dohodly nastrategické spolupráci aperso-nální unii. Vpraxi tak budouvšechny své značky aproduktyřídit společně zjednoho místa.Vedení společného projektu seujal René Jež, který se současněstal ředitelem vydavatelstvíForum Media.Spojení obohatí obě značky.Časopisu ajeho konferencímse díky němu otevírá přístupkexkluzivním zdrojům informacíakširokému rejstříku řečníků zezahraničí. Pro Lionhearted skýtáForum Media stabilní zázemí propořádání oborových akcí akomu-nikační kanály mířící na žádoucícílové skupiny.Vladimír Bystrov, spolumajitelspolečnosti Forum Media, říká:„Obě naše rmy dlouhodoběusilují opropojování arůst komu-nity profesionálů vmarketingu,komunikaci amédiích. Skupina,na kterou se obracíme, je společ-ná. Spojování různých projektů,které působí vjednom, nepřílišvelkém segmentu, považujemeza nejrozumnější způsob, jak nášcíl naplňovat lépe apřesvědčivěji.Konsolidovali jsme trh oborovýchčasopisů, na konferenci ForumMedia systematicky otevírámeprostor pro pořadatele dalšíchpartnerských akcí— naposledyPR Summitu či konference Ee.Nejnovější spojení je jen dalšímkrokem vtomto podle nás užiteč-ném trendu.“René Jež, zakladatel Lionhe-arted, ktomu dodává: „Mámevšechny předpoklady ktomu,abychom byli nejpřínosnějšíplatformou pro potřeby majitelůznaček ajejich partnerů anapo-máhali tomu, aby marketing vermách aorganizacích účinněfungoval apřinášel jim hodnotuarůst, které potřebují. Chcemepřispívat ke zdravému fungováníarozvoji trhu akomunity odbor-níků voblasti marketingu, komu-nikace amédií tím, že budemeinformovat, inspirovat, propojo-vat, oceňovat avzdělávat.“Visa s novouagenturouGlobální kreativní strategii budepro společnost Visa místo BBDOzajišťovat Wieden+Kennedy. Spo-lupracovat bude sPublicis Grou-pe zodpovědné za celosvětovýnákup médií, produkci apod-poru lokálních projektů. „Novýnormál vyžaduje nový modelspolupráce sagenturami proco nejlepší kreativu aglobálníexekuci,“ uvedla Lynne Biggar,šéa marketingu akomunikacespolečnosti Visa.Videohra odBalenciagyLuxusní oděvní značka Balen-ciaga od šestého prosince spouštínovou kampaň na představenísvé podzimní kolekce oblečení.Kampaň poběží prostřednictvímvideohry Afterworld: The Ageof Tomorrow, což je alegorickáadventura odehrávající se vroce2031. Hrdina vní postupujerůznými úrovněmi aplní úkolyabude možné ji hrát vinterneto-vém prohlížeči.Svět módních přehlídek takécovidem trpí aznačky hledajícesty, jak oslovit siřší masy.Například Louis Vuitton dělá proLeague of Legends design věcí vehře. Burberry letos představilomultiplayer hru B Surf, ve které sihráči mohli oblékat virtuální cha-raktery apak je vyzvat na soubojna surfech.Češi na shortlistusoutěže EpicaNa shortlist mezinárodní soutěžemarketingu, komunikace akre-ativity Epica Awards se probo-jovaly agentury McCann Prague(skampaní Fyzika pro organizaciBrontosauři vHimálajích), WMC/Grey (skampaní Hackathon#znamkamarada pro společnostActum) aVCCP (splakátem prolm K2 vlastní cestou). Celkemsoutěží ve čtyřech kategoriích.ZPRÁVYInzerceZdroj: ASTRONAUTLABPage 6
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