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
1. PR exclusivity issues. With more brands spending money with PR and/or Digital only campaigns, celebrities are bumping into themselves when they have multiple deals. Exclusivity should no longer be limited to product category, but should now include media time. With the exception of the celebrity’s existing deal with tv/film/tour/sports team, branded media interviews should never overlap. Make sure you carve out language in your contract that calls for specific days of time and blackout windows (for media interviews, FB chats, twitter posts, etc.) so that your message is not cannibalized by others during your important marketing season.
2. Clearances. An increasing amount of TV series actors’ contracts include marketing approvals and “right of first refusal” language due to pressure applied by larger show sponsors. When talking to a celebrity’s management team, find out during the first conversation if they can enter into a contract without needing approval from the network or show producer.
3. Twitter. The buzz word of 2011 will continue to be important in 2012, but not as your campaign’s only SM outlet. Successful celebrity twitter-only campaigns are few, mostly due to the platform’s limitations to reach a targeted audience only at a particular point in time. Consider adding other SM platforms like Facebook when partnering with talent for digital campaigns.
4. Talk Show Integrations. It’s becoming standard practice for some national talk shows to offer product integration deals to brands and PR agencies as opposed to just booking the spokesperson, if timing and interest permit. While a talk show producer will almost always book an A lister, it’s now possible for your lower alphabet spokesperson to be booked through an integration deal.
5. Don’t focus on research numbers. Brands like research, and so there are more companies now providing research on the various attributes of a potential spokesperson. While this information can be helpful, it should not be the determining factor when choosing a spokesperson. It's very important to consider is a credible connection to the product/brand/program message, as well as the fee charged for materials rights and amount of services. Always be sure to check for category conflicts, what he/she has going on during the program that could be leveraged, and if he/she will be difficult or a good program partner.
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