“Runaway Royal” High Tea at Crown Sydney

Celebrating the drop of their latest collection “Runaway Royal”, 15 of Australia’s top Chinese fashion influencers were invited to take part in a vivid and whimsical experience hosted by fashion brand, Camilla.  A rich feast of high fashion and culinary delight, guests were treated to a morning tea at The Tea House located in the recently unveiled Crown Sydney. Welcoming VIP guests …

Homegrown Aussies at Alpha-H strike gold

2020 has been a tough year for everyone across the board, with Covid-19 halting innovation and progress across a number of industries. Which is why it makes Alpha-H and their visionary decision to finally break into China a stroke of genius. Proudly Australian owned and operated, Alpha-H is considered a global leader in corrective and preventive skin care. A culture …

MGI Brokers Deal for Jessica Alba and JORYA

News by Laura Bowman SHANGHAI (May 22nd 2015) –JORYA hosted Jessica Alba as the distinguished guest of their fashion show, “Reflection New York”. The iconic fashion enterprise debuted its new line as Mrs. Alba enjoyed the innovative, industrial display and mingled with local celebrities. JORYA was founded in 1992 and is now widely recognized as an elegant and unique female clothing …

Avoid the most common pitfalls of celebrity endorsements

  By Michael MacRitchie The power of a Celebrity’s influence is something every single brand that wants to excel in the market should be aware of and fully utilizing to it’s maximum capacity. Celebrity branding and advertisements are absolutely one of the best paths to differentiate your brand and product from the others as well as capturing the customer’s attention …

What’s Up With Those Chinese Tour Buses at Barneys in Beverly Hills? (The Hollywood Reporter)

 News by Justine GOLDZAHL MGI was interviewed by Merle Ginsberg from The Hollywood Reporter. The complete article can be found  if you click here or just below; With China’s luxury market hovering at $50 billion (according to Bomoda, a company focused on Chinese luxury consumers), it was only a matter of time before its mighty presence spilled over onto Rodeo Drive and at …

From China to New York Runways (The Wall Street Journal)

News by Justine GOLDZAHL MGI was interviewed by Jason Chow from The Wall Street Journal. The complete article can be found  if you click here or just below; Chinese tour operators have spent the week squiring wealthy tourists from China to fashion shows and shopping sprees around New York, reflecting China’s growing clout among brands seeking to reach new shoppers. …

Change in culture in wake of Rihanna T-shirt lawsuit case.

  I picked this article up from Liverpool Daily post- the complete article can be found if you click here or just below as well; RETAILERS using celebrity endorsements to promote their products have been bolstered by  a series of court judgments, a Liverpool-based commercial lawyer has claimed. Cases like pop star Rihanna’s recent lawsuit against Topshop for the unauthorized use …

What Makes a Good Chinese Celebrity Endorser

An article from Red Luxury Western brands have found another way to break into the Chinese market: they are using the most influential Chinese stars to endorse their products. Labels as diverse as McDonald’s and Hugo Boss have benefited from the trend. Chinese celebrities also benefit from doing endorsements as their star power rises with the association. “In the China …

Luxe Brands Embrace Chinese Celebrities

MGI Entertainment founder Michael MacRitchie is interviewed by Casey Hall from WWD (Womens Wear Daily) SHANGHAI – It’s difficult to avoid the ubiquitous smiling faces of China’s favorite celebrities.They appear on billboards, in magazines and in television commercials. In short, they are everywhere. And fashion show attendees in New York and Europe are almost certain to spot them as increasingly important front-row fixtures.As they put …

Emotional Branding…

An insight by Michael MacRitchie “Branding is not only about ubiquity, visibility and functions, it is about bonding emotionally with people in their daily life. Only when a product or a service kindles an emotional dialogue with a consumer, can this product or service qualify to be a brand”- Joel Descrippes. In his book, “Marketing of Power of Emotion”, John O’ shaghnessy …

Five Tips for Working With Celebrities

An insight by Michael MacRitchie Celebrities bring visibility, credibility and attract more media attention to public relations, advertising and marketing campaigns because of who they are. Contacting, negotiating and working with celebrities, however, can require critical research and an in-depth understanding of the consumer/brand/celebrity perspectives in order to maximise the potential celebrity partnership. Here are some tips to and also some guidelines that …

Why Entertainment Can Be Better Than Sport….

I picked this article up from Waterfront Marketing where Sean Pickwell shares his insight into the controversial issue of ‘why entertainment can be better than sport’. The complete article can be found on Waterfront page here Or if you read on…the article is below as well; I struggled with writing this article as we have developed strategies, and partnered many big …

Louis Vuitton taps Muhammad Ali

News by Michael MacRitchie Muhammad Ali has been revealed as the latest star of Louis Vuitton’s ‘Core Values’ campaign.  Ali, who was crowned ‘Sportsman of the Century’ by Sports Illustrated in 1999, was photographed by Annie Leibovitz at his home in Arizona, watching one of his grandsons who wears a pair of boxing gloves. The tagline reads: “Some stars show you the …

Sex Sells….

An insight by Michael MacRitchie “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 …

Watch for ‘Consumer Cues’ to stay relevent

Insight by Andrew Collins I found this article up from Mailman Group website where CEO Andrew Collins makes some interesting points about brands staying relevant the article can be found here; http://www.mailmangroup.com/2011/12/watch-for-consumer-cues-to-stay-relevent/ If you keep reading it is here as well… How many brands closely watch ‘consumer cues’ to drive brand decisions? After all it’s the consumers whom actually create …

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 …

Luxury Brands & Celebrities:

An insight by Michael MacRitchie 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 …

TV sponsorship on the rise on Chinese TV

An insight by Michael MacRitchie CHINA’S UGLY BETTY “UGLY WUDI” China — A raft of new Chinese television advertising restrictions have made sponsorship and product placement a strong alternative route to reaching a ballooning consumer market, according to an independent analysts’ report released recently. The series of new TV ad rules put in place in the first quarter of 2010 …

The right celebrity can give your brand sex appeal

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 …