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.
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ČESKÉ ÚSPĚCHYNA EVROPSKÉ EFFIETriad a McCann Praguezískaly trofeje za efektivníkampaně, místní stopu mái úspěch německé Ogilvy.str. 6–7JE PAPÍR STÁLENAD ZLATO?Ceny papíru za poslednírok a půl vyskočily až nadvojnásobek. Jak se s tímtrh vyrovnává?str. 8–13UDRŽITELNÉPRODUKTY TÁHNOUAutenticita je prospotřebitele stáledůležitější, říká KláraDohnalová z Pepper Field.str. 22–23NUDA OBCHODŮMNEPROSPÍVÁLENKA HELENAKOENIGSMARK495. prosince 202299 Kč / 4,90 €Strana 2
mam.cz/vyzkum-marketeruDejte najevosvůj názorFM_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 15:50Strana 3
03TÉMAZADAVATELÉ A ZNAČKYOBSAH BUDUJE VZTAH, KTERÝČASEM VEDE K PRODEJŮMPotenciál musíme umět podpořitdaty, ikdyž je to náročné, říká LenkaHelena Koenigsmark zMattelu.str. 14 –15str. 6 –7KREATIVITA A KAMPANĚČESKÝM AGENTURÁM SEDAŘILO NA EVROPSKÝCH EFFIETuzemské agentury proměnilyvšechny nominace mezinejefektivnějšími kampaněmi Evropy.PŘÍLIŠ DRAHÝ ZÁVANSTARÝCH ČASŮPo desetiletém pádu spotřeby papíruse trend na rok obrátil. Výsledkemjsou extrémní ceny a nestabilita trhu.str. 8 –13MÉDIA A TRHVLASTNICTVÍ MÉDIÍ MUSÍBÝT TRANSPARENTNÍNa konferenci European JournalismNow byl představen zajímavý nástrojmonitorující vlastníky médií v EU.str. 16ANALÝZY A DATACESTA KE SKUTEČNÉ KRÁSEPŘES PODPAŽÍ NEVEDEDove má jasno — vaše podpaží jekrásné, ať vypadá jakkoli. Rezonujíale tato sdělení v cílové skupině?str. 20 –21ZADAVATELÉ A ZNAČKYAUTENTICITA JE PRO LIDISTÁLE DŮLEŽITĚJŠÍVěřím, že dojde k přechodu naznačky, které produkty dělají správněod základů, říká Klára Dohnalová.str. 2 2 –23Foto na titulní straně: JAN PŘIBYLSKÝNení to ještě ani rok, co se pomnoha letech marné snahy dostatse do černých čísel podařilo čes-kým investorům Mall Group celouskupinu prodat polskému Alleg-ru. Už tehdy byla výše zaplacenéčástky brána ve světle situace jakomimořádný úspěch, ale až nynívychází najevo, jak se obchod po-dařil. Za celou Mall Group včetnědopravce WeDo inkasovali tuzem-ští akcionářipřes dvacet miliardkorun. Rok od transakce Allegrooznámilo, že snížilo hodnotu tétočásti skupiny z21 miliard korunna devět, což značí propad reálnéhodnoty o57procent. To je ve svě-tě velkých dealů nevídané. Češidokázali prodat Mall Group za pětminut dvanáct, rychlý růst inacetotiž přispěl kpropadu hodnoty.Jelikož však Poláci platili nejenvhotovosti, ale ivakciích Allegra,které klesly o40 procent, pohorši-li si ve nále iČeši. Ale balvan Mallvalí už teď jiní za hranicemi.Minulý týden ve společnostiXixoio zasahovala policie kvůlipodezření zpraní špinavýchpeněz. Aktivity rmy vyšetřujeiNárodní centrála proti organi-zovanému zločinu. A„investičníguru“ Radovan Vávra najed-nou dává od rmy ruce pryč.Přes Xixoio chtěl přitom vydatvlastní token aod důvěřivýchinvestorů takto získat milionykorun. Nakonec ktomu po kriticenedošlo, ovšem Vávra se nynítváří, že projektu nikdy žádnoulegitimitu nedodával, tiskovekXixoio apana Watzkeho se takéneúčastnil atokenizaci nevychva-loval. Nic jsem neplatil ata částkataky nesouhlasí…Se zajímavým nápadem přišlašéa udržitenosti německé au-tomobilky BMW Monika Dernai.Lidé by si neměli stále dokolapořizovat nová auta, ale své staršísi nechávat déle azaměřit se naprodlužování jejich životnosti.Přispěli by tím více kudržitel-nosti atolik by se nezvyšoval trhsojetými vozy. Cestou může býtrenovace interiéru do modernějšípodoby. Vzhledem krostoucí in-aci astoupajícím cenám novýchvozů ostatně většinové evropsképopulaci nezbude ani nic jiného.Elon Musk zase oznámil, žejeho společnost Neuralink bymohla už za půl roku testovatneurální rozhraní na lidech.Zatím jej zkouší na opicích, kterédokáží pomocí své mysli posou-vat na obrazovce kurzor avybírattak klávesy ke psaní. Mozkovéimplantáty by mohly lidem při-nést schopnosti jako přehrávánívzpomínek nebo poslech hudbybez sluchátek. Dalším využitímbude pak pomocí čipů vpáteřivrátit lidem schopnost pohybu,případně také řešit hluchotu čislepotu.Pavel HejkrlíkredaktorTa částkanesouhlasíEDITORIALkorun je ceníková hodnota reklamního prostoru, který v období odledna do října letošního roku proinzerovala značka Jacobs. Druhouv 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 týdne202 mil.Strana 4
04SvodkaHaze, agentura spoluzaloženáJakubem Hussarem spojila sílysPetrem Poláčkem, vývojářemaspolumajitelem herního maga-zínu Level. Založili herní divizi,kterou budou postupně rozvíjetpodle projektů získaných zČeskaizahraničí.VR Medical zPlzně sedostala se systémem aplikacímezi nalisty soutěže VR Awards,které již pošesté udělovalaMezinárodní akademie rozšířenéreality (AIXR).European Excellen-ce Awards ocení vpátek9.prosince nejlepší PR projekty.Ve nále jsou agentury PramConsulting, MSL Czech RepublicaGrayling.Bambule je nejznámějšíprodejnou hraček vČR podlevýzkumu Nielsen Admosphere.Následuje Dráčik, Pompo aSpar-kys. Zákazníci většinou hračkynakupují na internetu (57%), nej-více se nakupují společenské hry(55 %), Lego (42%), puzzle (39%)anaučné hračky (37%).Aspen Institute CEopět uznal mladé začínajícíprofesionály oceněním, které senově jmenuje Aspen CE Made-leine K. Albright LeadershipAward. Získaly ji Jana Hlaváčová,advokátka pacientských právaspoluzakladatelka agendy prozapojení pacientů na Minister-stvu zdravotnictví ČR, aZuzannaKrzątała, koordinátorka projektuvHumanity in Action Poland.Burza Binance spustilavČesku první lokalizovanoutelevizní kapaň sCristianemRonaldem vhlavní roli.Disney a Snapchatplánují před premiérou druhéhodílu kultovního snímku Avatarnabídnout fanouškům speciálníAR ltr, díky němuž budou vypa-dat modře, jako hrdinové kmenezAvataru. Napjatě očekávanýdruhý díl má premiéru 16.pro-since.VÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIAMagentovábarva rokuSpolečnost Pantone, jejíž vzorníkse na celém světě používá přivýběru barev, slavnostně vyhlá-sila barvu pro rok 2023. Stalase jí Viva Magenta 181750, kterápodle Pantone „vibruje vervouavitalitou“.„Ve věku technologií se sna-žíme čerpat inspiraci zpřírodyatoho, co je skutečné. PantoneViva Magenta pochází zrodinyčervených barev. Je inspirovánakošenilou, jedním znejcenněj-ších přírodních barviv, které jetéž jedním znejsilnějších anejjas-nějších, jaké svět poznal,“ uvedlaLeatrice Eiseman, výkonná ředi-telka Pantone Color Institute.Výrazná barva má dodat sílu,radost aodvahu kexperimentová-ní asebevyjádření bez omezení.Jeinkluzivní pro všechny bezrozdílu. Oproti nynějšímu důrazuna přírodu byla barvou pro rok2022 levandulově modrá Veri Peri,která připomínala záři dotyko-vých displejů. Vroce 2021 byly dvěbarvy roku— „ultimátně“ šediváaosvětlující žlutá, které měly vne-jisté době dodávat sílu anaději.Autorský zákonprošel SenátemPo Poslanecké sněmovně prošlanovela autorského zákona iSená-tem, ato včetně tří sporných po-změňovacích návrhů připojenýchdolní komorou. Při hlasovánínebyla novela ani schválena, anizamítnuta, atak byla postoupenado podrobné rozpravy. Poslézevšak nedošlo kpřijetí ani jednohoSvět podle MAMMagenta barvou roku, autorský zákon prošel,oceněné PR projekty a nový turnaj v ČRSpolečnostMeta dostalaod irské Komisepro ochranudat kvůliporušení GDPRpokutu vevýši 275 milionůdolarůZdroj: PANTONEZPRÁVYStrana 5
05ze dvou pozměňovacích návrhů,atak bude novela uplynutím30denní lhůty přijata. Zbývá tedyjen podpis prezidenta.Součástí novely jsou itřipozměňovací návrhy. Jde onávrhpřezdívaný „Lex železářství“,který by měl některé drobné pod-nikatele zbavit povinnosti platitpoplatky kolektivním správcůmautorských práv, návrh upravujícítakzvaný overblocking, podlenějž lze mimo jiné soudně zaká-zat provoz sdílení obsahu online,apozměňovací návrh implemen-tace směrnice EU oautorskémprávu na jednotném digitálnímtrhu do české legislativy. Kvůliposlední úpravě Google hrozil,že omezí ve svém vyhledávánírozsah zobrazovaných výsledků,protože užívání licencovanéhoobsahu se pro něj údajně stanepřílišným rizikem.ICCO GlobalAwards ocenilaPR projektyOcenění za nejlepší kampaň pronanční služby na mezinárodníPR soutěži ICCO Global Awardszískala agentura Pram Consultingskampaní Investice nejsou jenpro milionáře, kterou vytvořilapro platformu Portu společnostiWood & Company. Projekt semimo jiné stal iabsolutním vítě-zem letošního ročníku českýchcen Lemur. Tři ocenění pak naICCO Global Awards zíslala slo-venská agentura PR Clinic. Tro-feje obdržela za nejlepší kampaňvsegmentu automotive atrans-port iza nejlepší kampaň prozákazníky za projekt pro ŠkodaAuto (spolu sagenturami WiktorLeo Burnett, Socialists, PHD).Získala rovněž cenu za nejlepší„purpose“ kampaň pro značkuAbsolut (sagenturou Jandl).Sítí roku ICCO Global Awards2022 se stala agentura Ketchum,jejíž CEO Jo-ann Robertson serovněž stala PR lídrem roku. Orga-nizace ICCO rovněž do Síně slávyuvedla inspirativní PR osobnosti.Jednou znich je šéf indické komu-nikační agentury Avian WE NitinMantri. Další je zakladatelka apre-zidentka One philosophy aWe-AreUkraine Nataliya Popovych. Tanedávno vystoupila na konferenciForum Media vPraze arozhovorsní najdete vMAM 45/2022.Oktagona Tipsports novýmturnajemČeskoslovenská organizaceOktagon ve spolupráci se svýmgenerálním partnerem oznámilakonání pyramidového turnajeTipsport Gamechanger scel-kovou dotací milion eur. Vítězzíská 300tisíc eur aiti nejméněúspěšní zápasníci si přijdou navpřepočtu téměř půl milionukorun za jeden zápas.Pyramidový turnaj se celkemodehraje vpěti termínech azú-častní se ho šestnáct bojovníků.Vprvní části půjde oosm základ-ních zápasů ajeden rezervní,čtvrtnále se budou konat běhemdvou turnajů, následně semi-nále anále na jednom turnaji.Šestnácté jméno pak budou mítmožnost vybrat fanoušci ze třípředem určených možností.Právě fanoušci jsou klíčovýmprvkem celého turnaje. Kromějiž zmíněného výběru účastníkaturnaje mohou vrátit do hryporažené zápasníky vrámcidivoké karty pro „lucky losera“.„Vporovnání stenisovými, gol-fovými či jinými turnaji (spolu)pořádanými vČeské republice sehraje patrně onejvyšší částku, ja-kou si jednotlivci mohou vydělat.Věříme, že formát, který Oktagonnachystal, bude pro fanouškyvelmi atraktivní apo celý rokpůjde ovstrhující podívanou,která bude samozřejmě zajímaváisázkově,“ uvedl brand manažerTipsportu Martin Filip.Udržitelnýche-shopů je víceProjekt Udržitelný e-shop, kterývznikl vloni vpartnerství Heure-ky, Komerční banky, společnostiVisa aAsociace společenskéodpovědnosti, slaví rok od svéhospuštění. Ztisícovky kandidátůza tu dobu vzešlo 161 e-shopůsplatným certikátem Udržitelnýe-shop. „Čísla udržitelných e-sho-pů vporovnání sloňskem ukazujízhruba 10procentní růst, což je vesrovnání strhem skvělý výsle-dek. Největší podíl udržitelnýche-shopů je vkategorii oblečení,kosmetika anábytek,“ říká Mar-kéta Chaloupková zHeureky.InzerceZdroj: OKTAGONCNC:tady a teďPrémiový obsah a vý-hody v boji s inflacíMediální dům Czech News Centermá obsahovou kampaň, kterájde napříč tituly. Inační brzdaje unikátní set praktických rad,tipů, analýz anákupních výhod,které mají pomoci lidem vsou-časné situaci rekordní inace.Ten získají díky přihlášení doslužby Premium+. „Přinášímeexkluzivní obsah zdevíti webůvěnovaný rekordní inaci, spe-ciální newsletter aslevové kódyvedoucí kpřímé úspoře. Chtělijsme udělat něco přesahovéhopro čtenáře, zároveň poprvé na-příč brandy tak, aby se navzájemdoplňovaly adokázaly společnězaujmout aobsluhovat různápublika,“ vysvětluje Jan Fischer,marketingový ředitel CNC.Na publika se zaměřu-je i erotický podcastSledujeme trendy, chcemevytvářet obsah pro různá publikaaservírovat jim ho tou nejlepšídistribuční cestou. Nejen protovznikl vredakci deníku Blesknový podcast Už budu! Moderá-torkou je smyslná hvězda burles-ky Zorya Blue, která nejen že vestudiu své hosty zpovídá, ale navlastní tělo zkouší rovnou vše,očem se společně baví. Tantric-kou masáž, svazování shibari, sexve virtuální realitě… Vizí je udělatzpodcastu ten nejotevřenějšíosexu včeském éteru.Podzim ve znameníBeerMasteraPro specickou cílovku je takénová reality show zdílny agen-tury Starlink zkomunikačnískupiny Publicis Groupe, Budě-jovického Budvaru, CNC aCzechVideo Center. BeerMaster můžeteod října sledovat na Mall.tv amáza cíl zvýšit povědomí opivovarujako očeském národním podniku— správci českého pivovarskéhořemesla. Diváky čeká celkem13epizod spojených sroadtripempo vybraných minipivovarech.Od listopadu je pořad ina progra-mu Nova Action jako vůbec prvníreality show tuzemské produkcezařazená do vysílání tohotokanálu.RUBRIKA JE KOMERČNÍSPOLUPRACÍ MAMA VYDAVATELSTVÍCZECH NEWS CENTERZPRÁVYStrana 6
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