Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

49/2022

Časopis Marketing & Media je prestižním a vlivným oborovým médiem. Věnuje se byznysové komunikaci, reklamě a médiím. Každý týden přináší exkluzívní rozhovory se zajímavými osobnostmi z branže a s těmi, kteří zodpovídají za marketingové rozpočty. Obsahem inspiruje, odhaluje trendy a podporuje kritickou diskuzi.

  • Strana 1

    ČESKÉ ÚSPĚCHY
    NA EVROPSKÉ EFFIE
    Triad a McCann Prague
    získaly trofeje za efektivní
    kampaně, místní stopu má
    i úspěch německé Ogilvy.
    str. 6–7
    JE PAPÍR STÁLE
    NAD ZLATO?
    Ceny papíru za poslední
    rok a půl vyskočily až na
    dvojnásobek. Jak se s tím
    trh vyrovná?
    str. 8–13
    UDRŽITELNÉ
    PRODUKTY TÁHNOU
    Autenticita je pro
    spotřebitele stále
    důležitější, říká Klára
    Dohnalová z Pepper Field.
    str. 22–23
    NUDA OBCHODŮM
    NEPROSPÍVÁ
    LENKA HELENA
    KOENIGSMARK
    49
    5. prosince 2022
    99 Kč / 4,90
  • Strana 2

    mam.cz
    /
    vyzkum-marketeru
    Dejte najevo
    svůjzor
    FM_inz_post-on-phone_MAM_210x280_behavio.indd 1FM_inz_post-on-phone_MAM_210x280_behavio.indd 1 23.11.2022 15:5023.11.2022 15:50
  • Strana 3

    03
    TÉMA
    ZADAVATELÉ A ZNAČKY
    OBSAH BUDUJE VZTAH, KTERÝ
    ČASEM VEDE K PRODEJŮM
    Potenciál musíme umět podpořit
    daty, ikdyž je to náročné, říká Lenka
    Helena Koenigsmark zMattelu.
    str. 14 –15
    str. 6 –7
    KREATIVITA A KAMPANĚ
    ČESKÝM AGENTURÁM SE
    DAŘILO NA EVROPSKÝCH EFFIE
    Tuzemské agentury proměnily
    všechny nominace mezi
    nejefektivnějšími kampaněmi Evropy.
    PŘÍLIŠ DRAHÝ ZÁVAN
    STACH ČASŮ
    Po desetiletém pádu spotřeby papíru
    se trend na rok obrátil. Výsledkem
    jsou extrémní ceny a nestabilita trhu.
    str. 8 –13
    MÉDIA A TRH
    VLASTNICTVÍ MÉDIÍ MUSÍ
    BÝT TRANSPARENTNÍ
    Na konferenci European Journalism
    Now byl představen zajímavý nástroj
    monitorující vlastníky médií v EU.
    str. 16
    ANALÝZY A DATA
    CESTA KE SKUTEČNÉ KRÁSE
    PŘES PODPAŽÍ NEVEDE
    Dove má jasno — vaše podpaží je
    krásné, ať vypadá jakkoli. Rezonují
    ale tato sdělení v cílové skupině?
    str. 20 –21
    ZADAVATELÉ A ZNAČKY
    AUTENTICITA JE PRO LIDI
    STÁLE DŮLEŽITĚJŠÍ
    Věřím, že dojde k přechodu na
    značky, které produkty dělají správně
    od základů, říká Klára Dohnalová.
    str. 2 2 –23
    Foto na titulní straně: JAN PŘIBYLSKÝ
    Není to ještě ani rok, co se po
    mnoha letech marné snahy dostat
    se do černých čísel podilo čes-
    kým investorům Mall Group celou
    skupinu prodat polskému Alleg-
    ru. Už tehdy byla výše zaplacené
    částky brána ve světle situace jako
    mimořádný úspěch, ale až nyní
    vychází najevo, jak se obchod po-
    dařil. Za celou Mall Group včet
    dopravce WeDo inkasovali tuzem-
    ští akcionářipřes dvacet miliard
    korun. Rok od transakce Allegro
    oznámilo, že snížilo hodnotu této
    části skupiny z21 miliard korun
    na devět, což značí propad reál
    hodnoty o57procent. To je ve svě-
    tě velkých dealů nevídané. Češi
    dokázali prodat Mall Group za pět
    minut dvanáct, rychlý růst inace
    totiž přispěl kpropadu hodnoty.
    Jelikož však Poláci platili nejen
    vhotovosti, ale ivakciích Allegra,
    které klesly o40 procent, pohorši-
    li si ve le iČeši. Ale balvan Mall
    valí už teď jiní za hranicemi.
    Minulý týden ve společnosti
    Xixoio zasahovala policie kvůli
    podezření zpraní špinavých
    peněz. Aktivity rmy vyšeuje
    iNárodní centrála proti organi-
    zovanému zločinu. A„investní
    guru“ Radovan Vávra najed-
    nou dává od rmy ruce pryč.
    Přes Xixoio chtěl přitom vydat
    vlastní token aod důvěřivých
    investorů takto získat miliony
    korun. Nakonec ktomu po kritice
    nedošlo, ovšem Vávra se nyní
    tří, že projektu nikdy žádnou
    legitimitu nedodával, tiskovek
    Xixoio apana Watzkeho se také
    neúčastnil atokenizaci nevychva-
    loval. Nic jsem neplatil ata částka
    taky nesouhlasí
    Se zajímavým nápadem přla
    šéa uditenosti německé au-
    tomobilky BMW Monika Dernai.
    Lidé by si neměli stále dokola
    pořizovat nová auta, ale své staí
    si nechávat déle azařit se na
    prodlužování jejich životnosti.
    ispěli by tím více kudržitel-
    nosti atolik by se nezvyšoval trh
    sojetými vozy. Cestou může být
    renovace interiéru do modernější
    podoby. Vzhledem krostoucí in-
    aci astoupajícím cem nových
    vozů ostatně většinové evropské
    populaci nezbude ani nic jiného.
    Elon Musk zase ozmil, že
    jeho společnost Neuralink by
    mohla už za půl roku testovat
    neurální rozhraní na lidech.
    Zatím jej zkouší na opicích, které
    dokáží pomocí své mysli posou-
    vat na obrazovce kurzor avybírat
    tak klávesy ke psaní. Mozkové
    implantáty by mohly lidem při-
    nést schopnosti jako přehrávání
    vzpomínek nebo poslech hudby
    bez sluchátek. Dalším využitím
    bude pak pomocí čipů vpáteři
    vrátit lidem schopnost pohybu,
    ípadně také řešit hluchotu či
    slepotu.
    Pavel Hejkrlík
    redaktor
    Ta částka
    nesouhla
    EDITORIAL
    korun je ceníková hodnota reklamního prostoru, který v období od
    ledna do října letošního roku proinzerovala značka Jacobs. Druhou
    v řadě byla Tchibo (158 mil. Kč) a třetí značkou je L'Or (116 mil. Kč).
    Data poskytuje v rámci Ad Intel agentura Nielsen Admosphere.
    Číslo týdne
    202 mil.
  • Strana 4

    04
    Svodka
    Haze, agentura spoluzaložená
    Jakubem Hussarem spojila síly
    sPetrem Poláčkem, vývojářem
    aspolumajitelem herho maga-
    nu Level. Založili herní divizi,
    kterou budou postupně rozvíjet
    podle projektů získaných zČeska
    izahraničí.
    VR Medical zPlzně se
    dostala se systémem aplikací
    mezi nalisty soutěže VR Awards,
    které již pošesté udělovala
    Mezinárodní akademie rozšíře
    reality (AIXR).
    European Excellen-
    ce Awards ocení vpátek
    9.prosince nejlepší PR projekty.
    Ve nále jsou agentury Pram
    Consulting, MSL Czech Republic
    aGrayling.
    Bambule je nejzmější
    prodejnou hraček vČR podle
    výzkumu Nielsen Admosphere.
    Následuje Dráčik, Pompo aSpar-
    kys. Zákazníci většinou hračky
    nakupují na internetu (57%), nej-
    více se nakupují společenské hry
    (55 %), Lego (42%), puzzle (39%)
    anaučné hračky (37%).
    Aspen Institute CE
    opět uznal mladé začínající
    profesionály oceněm, které se
    nově jmenuje Aspen CE Made-
    leine K. Albright Leadership
    Award. Získaly ji Jana Hlaváčová,
    advokátka pacientských práv
    aspoluzakladatelka agendy pro
    zapojení pacientů na Minister-
    stvu zdravotnictví ČR, aZuzanna
    Krzątała, koordinátorka projektu
    vHumanity in Action Poland.
    Burza Binance spustila
    vČesku první lokalizovanou
    televizní kapaň sCristianem
    Ronaldem vhlavní roli.
    Disney a Snapchat
    plánují před premiérou druhého
    lu kultovního snímku Avatar
    nabídnout fanouškům speclní
    AR ltr, díky němuž budou vypa-
    dat modře, jako hrdinové kmene
    zAvataru. Napjatě očekáva
    druhý díl má premiéru 16.pro-
    since.
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Magentová
    barva roku
    Společnost Pantone, jejíž vzorník
    se na celém světě používá při
    výběru barev, slavnostně vyhlá-
    sila barvu pro rok 2023. Stala
    se jí Viva Magenta 181750, která
    podle Pantone „vibruje vervou
    avitalitou“.
    Ve věku technologií se sna-
    žíme čerpat inspiraci zpřírody
    atoho, co je skutečné. Pantone
    Viva Magenta poczí zrodiny
    červených barev. Je inspirována
    košenilou, jedním znejcenněj-
    ších přírodních barviv, které je
    též jedním znejsilnějších anejjas-
    nějších, jaké svět poznal,“ uvedla
    Leatrice Eiseman, výkonná ředi-
    telka Pantone Color Institute.
    razná barva má dodat sílu,
    radost aodvahu kexperimentová-
    ní asebevyjádření bez omezení.
    Jeinkluzivní pro všechny bez
    rozdílu. Oproti nynějšímu důrazu
    na přírodu byla barvou pro rok
    2022 levandulově modrá Veri Peri,
    která připomínala záři dotyko-
    vých displejů. Vroce 2021 byly dvě
    barvy roku— „ultimátně“ šedivá
    aosvětlující žlutá, které měly vne-
    jisté době dodávat sílu anaději.
    Autorský zákon
    prošel Senátem
    Po Poslanecké sněmovně prošla
    novela autorského zákona iSená-
    tem, ato včetně tří sporných po-
    změňovacích návrhů připojených
    dolní komorou. Při hlasová
    nebyla novela ani schválena, ani
    zamítnuta, atak byla postoupena
    do podrobné rozpravy. Posléze
    ak nedošlo kpřijetí ani jednoho
    Svět podle MAM
    Magenta barvou roku, autorský zákon prošel,
    oceněné PR projekty a nový turnaj v ČR
    Společnost
    Meta dostala
    od irs Komise
    pro ochranu
    dat kvůli
    porušení GDPR
    pokutu ve
    výši 275 milionů
    dolarů
    Zdroj: PANTONE
    ZPRÁVY
  • Strana 5

    05
    ze dvou pozměňovacích návrhů,
    atak bude novela uplynutím
    30denní lhůty přijata. Zbývá tedy
    jen podpis prezidenta.
    Součástí novely jsou itři
    pozměňovací návrhy. Jde onávrh
    přezvaný „Lex železářství“,
    který by měl některé drobné pod-
    nikatele zbavit povinnosti platit
    poplatky kolektivním správcům
    autorských práv, návrh upravující
    takzvaný overblocking, podle
    nějž lze mimo jiné soudně zaká-
    zat provoz sdílení obsahu online,
    apozňovací návrh implemen-
    tace směrnice EU oautorském
    právu na jednotném digitálm
    trhu do české legislativy. Kvůli
    poslední úpravě Google hrozil,
    že omezí ve svém vyhledávání
    rozsah zobrazovaných výsledků,
    protože užívání licencovaného
    obsahu se pro něj údajně stane
    přílišným rizikem.
    ICCO Global
    Awards ocenila
    PR projekty
    Ocenění za nejlepší kampaň pro
    nanční služby na mezinárodní
    PR soutěži ICCO Global Awards
    skala agentura Pram Consulting
    skampaní Investice nejsou jen
    pro milionáře, kterou vytvořila
    pro platformu Portu společnosti
    Wood & Company. Projekt se
    mimo jiné stal iabsolutm vítě-
    zem letošního ročníku českých
    cen Lemur. Tři ocenění pak na
    ICCO Global Awards zíslala slo-
    venská agentura PR Clinic. Tro-
    feje obdržela za nejlepší kampaň
    vsegmentu automotive atrans-
    port iza nejlepší kampaň pro
    kazníky za projekt pro Škoda
    Auto (spolu sagenturami Wiktor
    Leo Burnett, Socialists, PHD).
    Získala rovž cenu za nejlepší
    „purpose“ kampaň pro znku
    Absolut (sagenturou Jandl).
    Sítí roku ICCO Global Awards
    2022 se stala agentura Ketchum,
    jejíž CEO Jo-ann Robertson se
    rovněž stala PR lídrem roku. Orga-
    nizace ICCO rovněž do Síně slávy
    uvedla inspirativní PR osobnosti.
    Jednou znich je šéf indické komu-
    nikační agentury Avian WE Nitin
    Mantri. Další je zakladatelka apre-
    zidentka One philosophy aWe-
    AreUkraine Nataliya Popovych. Ta
    nedávno vystoupila na konferenci
    Forum Media vPraze arozhovor
    sní najdete vMAM 45/2022.
    Oktagon
    a Tipsport
    s novým
    turnajem
    Československá organizace
    Oktagon ve spolupráci se svým
    generálním partnerem oznámila
    konání pyramidového turnaje
    Tipsport Gamechanger scel-
    kovou dotací milion eur. Vítěz
    ská 300tisíc eur aiti nejmé
    úspěšní zápasníci si přijdou na
    vpřepočtu téměř půl milionu
    korun za jeden zápas.
    Pyramidový turnaj se celkem
    odehraje vpěti ternech azú-
    častní se ho šestnáct bojovní.
    Vprvní části půjde oosm základ-
    ních zápasů ajeden rezervní,
    čtvrtle se budou konat během
    dvou turnajů, následně semi-
    le anále na jednom turnaji.
    Šestnácté jméno pak budou mít
    možnost vybrat fanoušci ze tří
    předem určených možností.
    Právě fanoušci jsou klíčovým
    prvkem celého turnaje. Kro
    již zmíněného výru účastka
    turnaje mohou vrátit do hry
    poražené zápasníky vmci
    divoké karty pro „lucky losera.
    Vporovní stenisovými, gol-
    fovými či jimi turnaji (spolu)
    pořádami vČeské republice se
    hraje patrně onejvší částku, ja-
    kou si jednotlivci mohou vydělat.
    Věříme, že formát, který Oktagon
    nachystal, bude pro fanoušky
    velmi atraktivní apo celý rok
    půjde ovstrhující podívanou,
    která bude samozřejmě zajímavá
    izkově,“ uvedl brand manažer
    Tipsportu Martin Filip.
    Udržitelných
    e-shopů je více
    Projekt Uditelný e-shop, který
    vznikl vloni vpartnerství Heure-
    ky, Komerční banky, společnosti
    Visa aAsociace společenské
    odpovědnosti, slaví rok od svého
    spuštění. Ztisícovky kandidátů
    za tu dobu vzešlo 161 e-shopů
    splatm certikátem Udržitel
    e-shop. „Čísla uditelných e-sho-
    pů vporovní sloňskem ukazují
    zhruba 10procentní růst, což je ve
    srovní strhem skvělý výsle-
    dek. Největší podíl uditelných
    e-shopů je vkategorii oblečení,
    kosmetika anábytek,“ říká Mar-
    kéta Chaloupková zHeureky.
    Inzerce
    Zdroj: OKTAGON
    CNC:
    tady a teď
    Prémiový obsah a vý-
    hody v boji s inflací
    Medlní dům Czech News Center
    má obsahovou kampaň, která
    jde napříč tituly. Inační brzda
    je unikátní set praktických rad,
    tipů, analýz akupních výhod,
    které mají pomoci lidem vsou-
    časné situaci rekordní inace.
    Ten získají díky přihšení do
    služby Premium+. „Přinášíme
    exkluzivní obsah zdevíti webů
    věnovaný rekordní inaci, spe-
    ciální newsletter aslevové kódy
    vedoucí kpřímé úspoře. Chtěli
    jsme udělat něco přesahového
    pro čtenáře, zároveň poprvé na-
    íč brandy tak, aby se navzájem
    doplňovaly adokázaly společ
    zaujmout aobsluhovat různá
    publika,“ vysvětluje Jan Fischer,
    marketingový ředitel CNC.
    Na publika se zaměřu-
    je i erotický podcast
    Sledujeme trendy, chceme
    vytvářet obsah pro různá publika
    aservírovat jim ho tou nejlepší
    distribuční cestou. Nejen proto
    vznikl vredakci deníku Blesk
    nový podcast Už budu! Mode-
    torkou je smyslná hvězda burles-
    ky Zorya Blue, která nejen že ve
    studiu své hosty zpovídá, ale na
    vlastní tělo zkouší rovnou vše,
    očem se společně baví. Tantric-
    kou maž, svazování shibari, sex
    ve virtlní realitě… Vizí je udělat
    zpodcastu ten nejotevřenější
    osexu včeském éteru.
    Podzim ve znamení
    BeerMastera
    Pro specickou cílovku je ta
    nová reality show zlny agen-
    tury Starlink zkomunikační
    skupiny Publicis Groupe, Budě-
    jovického Budvaru, CNC aCzech
    Video Center. BeerMaster můžete
    od října sledovat na Mall.tv amá
    za cíl zvýšit povědomí opivovaru
    jako očeském národm podniku
    — správci českého pivovarského
    řemesla. Diky čeká celkem
    13epizod spojených sroadtripem
    po vybraných minipivovarech.
    Od listopadu je pořad ina progra-
    mu Nova Action jako vůbec první
    reality show tuzemské produkce
    zařazená do vysíní tohoto
    kanálu.
    RUBRIKA JE KOMERČNÍ
    SPOLUPRACÍ MAM
    A VYDAVATELSTVÍ
    CZECH NEWS CENTER
    ZPRÁVY
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  • Strana 27

  • Strana 28

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