Our team helps brands, their agencies and nonprofit organizations by assessing the business value of celebrities, negotiating smart partnerships and activating each program. We provide fast and accurate information and recommend talent based on many factors including their relevance, points of differentiation and cost. The results of our work are seen as television commercials, webisodes, publicity programs, YouTube posts, celebrity seeding, social media » Read More
Deals/Appearances
Super Bowl:
- Money. You don’t need to overpay for talent at the Super Bowl. The difference between A, B and C list celebrities is minimized this specific week because of the attention of all fans and willingness of the media to have all athletes and celebrities on their air. Friday media time is typically reserved for more A-listers as that is when the movie studios will fly in their actors to promote the upcoming movie.
- Day of Week. Consider using your brand’s endorsee early in the week before there is “brand saturation” or even the Monday after the Game when everyone is still listening to the radio, reading results online or watching TV (Monday post-Super Bowl is a hidden gem for brands if your talent has the credentials to discuss the Game the night before).
- Exclusivity. Make sure you have language in your contract ensuring that your promotional time is the athlete/celebrity’s first activities during Super Bowl week (you can’t afford to be cannibalized by another brand’s media day just a few days before your own media day).
London 2012
Gillette signed 24 athletes to represent them at the 2012 Olympic Games including US sprinter Tyson Gay, US swimmer Ryan Lochte, Swiss tennis superstar Roger Federer and Russian swimmer Nikita Lobintsev. Omega, an official IOC sponsor, has tapped longtime endorsee Michael Phelps, Tyson Gay and Jenn Suhr to star in ad spots around the games. Proctor & Gamble announced that it signed US gymnast Alicia Sarcramone to endorse their beauty product brands. Sacramone will also appear in the brand’s “Thank You, Mom” campaign. Additionally, Sacramone endorses Visa, Under Armour and Gatorade. P&G has also tapped legendary on-screen mom Florence Henderson as a spokesperson for their “Thank You, Mom” campaign. The program can be seen online at their Facebook page.
This week Talk Shows will be riddled with reruns. Expect late night favorites (Letterman, Leno, Ferguson, Fallon, and Daly) to be old news, but nevertheless entertaining (see Tina Fey on Fallon 1/23 and Letterman 1/24). In new programming,Elizabeth Banks will be making her rounds to talk about her new film Man on a Ledge (catch her on Jimmy Kimmel 1/24 and Conan O’Brien 1/25). Her co-star Sam Worthington will also be out discussing the January 27th premier (catch him on Conan O’Brien 1/24 and Ellen 1/24).
The Full Talk Show listing below—
As the NFL playoffs heat up - we were asked by MarketWatch's resident sports business writer Sam Mamudi to comment on quarterback endorsements. Everyone knows Brady and Manning, but what about Flacco and Smith? We discuss their potential for national endorsements and how each can establish himself with marketers.
You can read the full article HERE.
Comments