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 …
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 …
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 …
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 …
Insight by Michael MacRitchie Celebrity endorsements are not a new idea. Brands have been using this for years to set themselves apart from their competition. Big name celebrities have been able to demand crazy money to endorse products across the globe. Virgin Mobile, a challenger brand in the Australian market, stumbled across an interesting insight. The offspring of celebrities often live an innocuous …
Article by Andrew Howie In a world where the career of a musician can live or die by a single vote from a viewer, or the opinion of a washed up has been panellist, a new generation of performers are taking the world by storm. They are young, talented in their own right, and in control of their image and …
An insight by Michael MacRitchie Reasons why comedy is good for you. 1. Laughter boosts your immune system 2. Laughter improves your social life. 3. Laughter boosts your sex life! (yes look it up) 4. Laughter gives you a mini-work-out (ever laughed so hard it hurt?) 5. Laughter helps you lose weight! (yes look it up) We held the Emerge …
An insight by Michael MacRitchie Military strategist, Sun Tze, (pictured) said that “if you know yourself and your enemy you can fight a hundred battles and score a hundred victories”. “Business” really is the name given to the war fought by organizations and brands . Marketing strategist, Jack Trout, wrote that you should simply think of your competitors as “The …
An insight by Michael MacRitchie Ok China readers it is official…. Not that this is entirely breaking news but Andy Lau is “officially” the hottest Asian actor. Apparently he now not only ticks all the boxes for Chinese Women but now Western women are also swooning for him… The movie star came out tops in a survey of 108 Western …
