Sex Sells….
An insight by Michael MacRitchie
I picked this article up from success magazine which talks about the successful connection between ‘brands’ and ‘celebrities’- it can be found here
or…If you read on it is here as well.
“Sex sells”. Or so they say. But maybe that’s not quite right. Maybe this is more accurate: The mystery of sex sells. The suggestion of it. What’s the difference? Mystery and suggestion do something that showing everything can’t – they engage the imagination. Sex experts the world over will tell you that the most sensitive and responsive erogenous zone of a person’s body is the brain. That’s what advertisers aim for every time. Some celebrities try to engage our brains in the same way. Meet the master (or is it mistress?): Scarlett Johansson.
In an industry where virtually every actress takes off her clothes at some point , Johansson remains all allure, all suggestion — at least by choice. The recent hacked nude images from her mobile phone were a blip on an otherwise conservative radar.
The best directors in the world recognize the allure of her mystery. Christopher Nolan, who cast her in The Prestige
Sponsorship can result in powerful marketing
An insight by Michael MacRitchie
Sponsorship is one of the fastest growing forms of marketing globally.
However it is It is still very much in its infancy stage here in China .
So, why should your company be interested in sponsorship? When done well, it offers significant opportunities for ‘high impact branding’, heightened consumer engagement and a way to bring to life a brands DNA. This leads to distinct marketing and competitive advantages, as well as showing support of the event. Read the rest of this entry »
Will.i.am, U.S. State Dept. to Back Beijing Concert
News by Michael MacRitchie
BEIJING — The Black Eyed Peas’ will.i.am is heading back to China in support of the Obama Administration’s 100,000 Strong initiative, designed to boost the number of American students studying in China, for a concert announced for later this year.
The U.S. State Dept. said that following a meeting with Secretary of State Hillary Clinton, will.i.am agreed to perform at and help promote the show, for which no date has yet been given.
The concert is being organized by Americans Promoting Study Abroad, a U.S. nonprofit organization that sponsors low-income students to study Chinese language and culture in China. Clinton and will.i.am met on July 29 in Washington, according to the State Dept.
The concert would be will.i.am’s third official performance in China, having played here with the Black Eyed Peas twice, in 2006 and again in 2009.
The concert, which will feature performances by will.i.am and other US and Chinese pop stars, will promote and benefit the plan, said the statement, which did not give details about the other participants. Read the rest of this entry »
‘weighing up if a celebrity is right for your brand’ value
An insight by Michael MacRitchie
It is not uncommon to switch on the television and be confronted by celebrity after celebrity propounding the virtues of some brand or other. Celebrity advertising has always been popular and a fast growing economy attracts celebrities by the dozen in this space.
People are easily influenced and impressed by celebrities, and consider it a status symbol to sport brands endorsed by them in an effort to aspire to the same status. (A brand associates itself with a celebrity to enhance its attractiveness to the consumer. But it is important to choose the right celebrity for a product as scandals relating to them can be disastrous in a milieu where attitudes are conservative.)
Here is a quick look at some; Read the rest of this entry »
Controversial humour from Ricky Gervais @ the Golden Globes
The 68th annual Golden Globes veered into Cluedo territory last night as the event’s host went missing for nearly an hour. Ricky Gervais‘s absence from the stage, following an opening monologue that drew more gasps than laughs, led excited observers to speculate that the British comic may have been collared backstage and fired … or worse.
Gervais opened the live telecast by poking exuberant fun at the likes of Tim Allen, Charlie Sheen, Mel Gibson and Robert Downey Jr. He claimed to have had to help Philip Berk, president of the Hollywood Foreign Press Association, off the toilet and “put his teeth back in”. He introduced Bruce Willis as “Ashton Kutcher’s dad” and explained that Johnny Depp’s critically panned caper movie The Tourist had only been nominated because the voters of the Hollywood Foreign Press Association “accepted bribes”. Neither Willis nor Depp appeared especially amused. Read the rest of this entry »
Working with international Celebs in China
An insight by Michael MacRitchie
When working with international Celebs in China stick to some basic principals and you will be right on track.
Tip 1
Understand the spokesperson’s point of view: Many clients will mention to me that a celebrity is a fan of their company’s brand or product. So they assume that the celebrity will want to work with them at a discounted rate (or even free!). It’s important to be savvy in the entertainment industry, as these types of assumptions could be perceived as amateur. Targeting talent that has a genuine interest in your product is a great first step, but the talent will expect the partnership to be fully paid for and no discounts will be offered simply because there is a shared interest. Understanding endorsements from the talent perspective and client perspective will help to build smart strategies for securing talent and looking professional. Read the rest of this entry »
Chinese models for global brands
I picked up this article from Frances Wang a freelance journalist based in Shanghai. The complete article can be found here and also below….
SHANGHAI, China – The Chinese market – with China surpassing Japan as the world’s second largest economic power in August – has become an important Asian market for big foreign companies. Cosmetics makers, for example, are showing tremendous interest in the market by signing Chinese models to advertise their products.
In 2010, this trend was highlighted when supermodel Liu Wen was picked up by New York-based Estée Lauder as its first Asian face. Actresses Yao Chen and Jiang Yiyan were hired by both Biotherm and Shu Uemura, two brands owned by Paris-based L’Oréal Group. And model Chunxiao became the face used by Tokyo-based Shiseido Co. Ltd.
Building a closer tie with local Chinese consumers is one major reason these companies have chosen Chinese faces, says Philippe Lamy, general manager of the luxury division at L’Oréal China. Read the rest of this entry »
Luxury Brands & Celebrities: An Enduring Branding Romance
Found this interesting summary on celebrity luxury partnerships by Uche Okonkwo , Executive Director, Luxe Corp and author of Luxury Fashion Branding and Luxury online www.luxe-corp.com
The complete article can be found just below..
Celebrity endorsement of luxury fashion is hardly a new phenomenon, as it has been around for several centuries. Charles Worth, the man who invented haute couture in Paris in the nineteenth century, understood the importance of linking celebrities to brands, even before this was recognized as an important marketing communications tool. To promote his fashion house La Maison Worth, he sought a high society lady and an influencer of the court fashions, Princess Von Metternich, wife of the then Austria’s ambassador to France and close friend of Napoleon’s wife Empress Eugenie. This celebrity’s patronage and connection with La Maison Worth contributed immensely to the success and status of this couture house as the most influential in the world at its time.
Celebrities are extremely important and valuable to brands, especially in the luxury fashion sector. There is no argument about it. They wield enormous power in fashion circles and can contribute to making and breaking brands. Fashion designers pamper them and brand managers recognize their potential to brands and utilize this effectively. Celebrity endorsement does not however begin and end with shooting and printing the photo of a beautiful model in a fashion magazine. There are several factors and dimensions involved in choosing a celebrity to endorse a brand. It is however worthwhile to understand what the true value of celebrity endorsement is. Read the rest of this entry »
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