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
There are few casts on TV that have proven to be marketing powerhouses like Glee and Dancing With the Stars.
Well, it's time to add Modern Family to that list.
For marketers who are looking to target a family audience -- take note. Modern Family has an audience that is 58% female, with a viewership of 69% between the ages of 25-54. Furthermore, 62% are married, and 40% have children under the age of 18 in the household.
This back-to-school season, Rico Rodriguez (Manny Delgado) is seen in a commercial for Staples (as is Glee’s Heather Morris) making him the first of the Modern Family kids to join the ever-growing list of deals for this comedic cast. Minus Sarah Hyland’s (Haley Dunphy) pre-Modern Family Olive Garden commercial (2007) that continues to run.
Cast of Modern Family
Sofia Vergara has appeared in advertising for Diet Pepsi, CoverGirl, Got Milk? and Comcast Xfinity – all deals that have come within the past year and at the height of Modern Family’s success. Julie Bowen has been the fact of Neutrogena for several years, before Modern Family fame, and recently partnered with Maxwell House for their "Drops of Good: The Maxwell House Community Project." She has also supported the charity Baby2Baby with appearances on their behalf. And, last year Ty Burrell teamed up with Oscar Mayer and their Good Mood Mission program to help spread good moods and good deeds, alongside Feeding America.
The show itself, not just the actors, has caught the attention of brands. The first season saw a product integration with Apple; and signed Toyota to a multi-season relationship with the Sienna and Prius being featured throughout.
With an Emmy for Outstanding Comedy Series, the popularity of the show will continue and we expect to see the other stars of the show (including Ed O’Neill, Jesse Tyler Ferguson and Eric Stonestreet) with marketing deals soon.
Modern Family will return to ABC on Wednesday, September 21 at 9 p.m. ET.
Our own Michael Jacobson (@MJ4030) represented the team this past weekend at Comic-Con 2011. Here are his top 10 takeaways, twitter-style, from the event:
1. Kudos to the #Butterfinger team and @RobLowe on a job well done, fun program for us to work on, movie drops 10/13
2. @FedExDelivers: U r the exclusive shipping provider at @Comic_Con & no one knew it, what a great opp to leverage a promo
3. #Glee still rules all, popularity of these singing celebs meant long lines at #SDCC and press all over them
4. Booth babes get attention, but hashtags get you in the conversation – visible #, QR code or @ destination a must
5. Parties, Premiers & Panels: Access is everything, don’t forget your badge
6. Congrats to @ZacharyLevi (& uber publicist Tej Herring) on a great #NerdHQ wknd, this celeb owned #SDCC
7. Smart marketers outside show floor = key high traffic locations around #SDCC (Gaslamp) + free goodies
8. New content & favorite celebs most popular to attendees, combined they pull the most media coverage
9. Lots of pale skin coming out from the basement for #SDCC (we kid!), #HawaiianTropic street teams where r u?
10. Overcrowding: #SDCC, please consider expanding ur convention center, otherwise in the future it will be #LVCC
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As the #1 scripted show on TV, that has delivered the most marketing deals for its cast - only behind American Idol and Dancing With the Stars - Glee is much more than just a TV show.
With great ratings, more Billboard Hot 100 Singles than Elvis and the Beatles (or anyone else, for that matter), a
sold-out national concert tour, a feature-film in the works, and multiple Emmy and Golden Globe wins, it has become a launch pad for superstardom; allowing cast members the chance to launch solo projects, introducing established artists to a new audience, and giving brands an opportunity to connect with an already engaged fan base.
Cast Member to Solo Star: Glee star Matthew Morrison is in the middle of a media blitz supporting his debut solo album, and will be venturing out on a solo tour and as a special guest on New Kids on the Block/Backstreet Boys tour this summer. Jane Lynch has signed a book deal with Hyperion for the release of her memoir, Happy Accidents, in fall 2011. And, Chris Colfer recently sold a pilot that he wrote to the Disney Channel. Even those behind the scenes are banking on their Glee success - after co-producing more than 100 Billboard Hot 100 hits for Glee, the show's executive music producer, Adam Anders, is creating his own record label.
The Glee Effect: The series has also boosted the careers of guest-stars and those whose music has been featured. The series' cover versions have had a positive effect on the original artists’ sales. For example, Rihanna's "Take a Bow" increased by 189 percent aft
er the song was covered in a Glee episode. And, the show has consistently booked big name guest stars, introducing them to a new audience and helping the guest star push out what they are working on (i.e. Gwyneth Paltrow launching her singing career and redefining her image).
Marketing Machine: One thing is certain marketers have taken note. Last year, the entire cast was featured in the American Express campaign encouraging social action. Individually, Jane Lynch has served as the spokesperson 
for Healthy Choice, Xbox 360, Charmin, and LG’s “Text Ed” campaign; and is currently working with Comcast Xfinity. Lea Michele partnered with Dove Hair Care last year; and most recently partnered with Nike’s Training Club. Matthew Morrison made his solo debut performing on behalf of Oscar Mayer's Good Mood Mission. Last year, Jayma Mays partnered with Glad and Cookies for Kid’s Cancer; Cory Monteith and Dianna Agron were featured in last year’s print ads for Walmart’s fashion line, OP; and Heather Morris signed on as the Celebrity Style Ambassador for FLIRT! Cosmetics. And, we won’t be surprised to see other cast members secure deals– especially this year’s breakout star, Darren Criss.
Ryan Murphy and FOX have created a powerhouse, setting the standard for celebrity marketing. Tune in to FOX tonight at 8 p.m. ET for the season finale, and catch the cast this summer as they hit the road this weekend on their second summer tour.
And, the Winners Are...
For those in the industry, competition between brands (and their commercials) often overshadows competition on the field - and the morning after, everyone wants to know who won. USA Today's annual Ad Meter , which measures ad success with second-by-second responses from a panel of viewers, had its first-ever tie. Both Doritos and Bud Light won the hearts of viewers with ads featuring dogs. No ad in the top 10 of the Ad Meter selections featured a celebrity (unless you count VW's Little Darth Vader ad featuring talented 6 -year-old Max Page who was a guest on The Today Show this morning).
Anticipating that viewers would turn to Twitter to share real-time reactions to commercials, Brand Bowl set out again to score and rank ads based on total number of tweets - containing hash tag #BrandBowl - and their positive or negative sentiments. (Ads are still being measured in real time). Here are a few of the most buzzed about brands of right now - for better or worse:
First Call's Michael Jacobson (@MJ4030) joined fellow marketing and brand experts for a live roundtable discussion via Twitter, hosted by Sports Business Daily. A summary of their conversation can be found in today's issue of The Daily (or you can follow the hash tag #SBDSB) - but in the end Chrysler and Volkswagen emerged as the clear winners.
Musicians Reigned the Night
Audi featured saxophonist Kenny G as a riot suppressor in their escape from "Old Luxury" prison spot. Audi says Kenny G was chosen for his "unmistakable music, whose songs and stylings brings the audience back to a certain era." The Black Eyed Peas appeared as cartoon versions of themselves in the commercial for Chatter.com, an online firm that allows colleagues to share files anywhere in the world with fellow employees. The spot aired just before the real Black Eyes Peas performed during the Half-Time Show. Eminem appeared in two commercials this year. In a spot for Lipton Brisk, he appears in claymation talking about being "asked to do commercials all the time." Set to the rapper's "Lose Yourself," his spot for Chrysler served as both a tribute to Detroit's past and a look to the future in introducing the Chrysler 200. Two-time U.S. Champion figure-skater Alissa Czisny, a member of the Detroit Skating Club, was also featured in the spot.
Country musician Faith Hill starred in a spot for Teleflora titled "Help Me Faith." The commercial takes place in a recording studio, with Hill offering advice to a young sound engineer who is sending a Teleflora bouquet to his girlfriend for Valentine's Day. Diddy loses his silver Mercedes-Benz in a spot for the car company and its new futuristic Mercedes-Benz Biome, which isn't expected to hit the road until 2015. Ozzy and Sharon Osbourne joined forces with teen-star Justin Bieber as they demonstrated the progression of technology from 3G mobile phones to 4G and even 6G for Best Buy. The cast of Glee starred in a new commercial for Chevrolet that aired during the post-Super Bowl episode of the series. The ad, which features Sue Sylvester telling the Glee club that she has booked them for a commercial, was teased during the actual game.
Sex Sells
Go Daddy once again went for risqué with two spots featuring their spokeswoman racecar driver Danica Patrick. Patrick was joined by television personality Joan Rivers, and fitness trainer and The Biggest Loser star Jillian Michaels as the new Go Daddy girls. Reality star Kim Kardashian flirted her way through Skeckers Super Bowl spot touting the message that you can break up with your personal trainer if you wear Skechers Shape-Ups. In their Super Bowl advertising debut, Stella Artois looked to Oscar-winning actor Adrien Brody. Brody appears to be serenading a group of women with a smooth, classy song. Only instead it turns out that he is actually singing to a glass of Stella Artois.
Unmistakable Voices and Faces
Oscar-winning actor Jeff Bridges continued his voiceover work for Hyundai, who featured three in-game commercials in its fourth consecutive year of Super Bowl advertising. Also doing voiceover work for Super Bowl ads were Tim Allen for Chevrolet and Jon Hamm for Mercedes-Benz. Trying to recreate the magic of Betty White's commercial last year, comedic legends Roseanne Barr and Richard Lewis appeared in Snickers' ad titled "Logging." The campaign will also include a series of print and digital ads that will feature the two stars. In the most controversial spot of the night, actor Timothy Hutton deplored the troubles of Tibetan culture while touting Groupon. Groupon's three Super Bowl ads were set to the same premise: saving something endangered, and a few bucks. The NFL aired a 60-second spot, titled "American Family," which featured over 40 actors who appeared on TV's most popular shows over the years, including The Brady Bunch, Cheers, Family Matters, Friends, Full House, Happy Days, Modern Family, Seinfeld, The Simpsons, South Park, and The Office, among others.
Monday, January 24
Kevin Spacey in Margin Call
Today Show: Lidia Bastianich, chef David Burke
GMA:Katie Nicholl, Cooper Boone
Early Show 
ennis Byrd, Chef Marcus Samuelsson
David Letterman: Seth Rogen, Beau Garrett, the Walkmen
Jay Leno: Dana Carvey, Maggie Q, Lizz Wright
Jimmy Kimmel: Cory Monteith, Joan Rivers, the Script
Craig Ferguson: Valerie Bertinelli, Pau Gasol
Jimmy Fallon: Kevin Spacey, DJ Pauly D, Local Natives
Carson Daly: Elisabeth Moss, Kim-Maree Penn, Menomena
Tavis Smiley: Bill Bradley, Douglas Brinkley
Daily Show: Anand Giridharadas
Colbert Report: Charlie Rose
Chelsea Lately: Whitney Port, Loni Love, Matt Braunger, Brad Wollack
Conan O'Brien: Larry King, Shaun White, Iron & Wine
Lopez Tonight: Ashley Tisdale, Kevin Hart, Grace Potter & the Nocturnals
The View: Brad Womack
The Talk: Susan Lucci, Helmut Huber, Roy Yamaguchi
Regis and Kelly: Anthony Hopkins, guest co-host Fitz
Ellen DeGeneres: Minnie Driver
We have exciting news for Gleeks... Matthew Morrison will make his solo debut with a free live performance from The Grove in LA next Saturday, January 29. Ryan Seacrest broke the news via his KIIS FM show this morning. Check out Oscar Mayer's Facebook page for more details and to stream the show (if you can't make it).
Be My Valentine
Country superstar Faith Hill has signed on to star in Teleflora's upcoming Super Bowl commercial. The singer has created her own flower collection on the website and will debut a new iPhone application that ties into her Super Bowl spot. Slumdog Millionaire actress Freida Pinto partnered with L'Oreal India, replacing previous spokesperson and former Miss World, Aishwarya Rai. Pinto will be featured in video, print and TV ads as a part of L'Oreal's "New Year" campaign. Pretty Little Liars rising star Shay Mitchell is the new face of Pantene Nature Fusion. Mitchell joins Pantene's growing celebrity spokesperson roster including celebrity stylist Stacy London, and will be featured in print and TV ads. Bryce Dallas Howard has signed on to be Kate Spade handbags' first celebrity spokesperson. The actress (and daughter of Ron Howard) will be featured in the spring and fall 2011 print campaigns focused in New York. Gwyneth Paltrow teamed up with Baume & Mercier watchmaker as the newest brand ambassador. Paltrow will be involved with branded on-site projects including an appearance at the Salon International de la Haute Horlogerie- the annual showcase for luxury timepieces that took place earlier this month. Amanda Seyfried has been enlisted to star in luxury beauty brand Cle de Peau Beaute's ad campaign. The actress will make her first appearance as the brand's spokesperson in the spring 2011 print campaign. Following the footsteps of Michelle Branch, Mila Kunis, Serena Williams and Vanessa Minnillo, Glee's Heather Morris has signed on as the newest global ambassador for FLIRT! Cosmetics. Morris will be featured on FLIRT!'s website and social networks as well as supporting in-store and promotional efforts (including a consumer contest) for the spring 2011 collection. MAC has extended their partnership with Lady Gaga for their Viva Glam line. Last year, Gaga and Cyndi Lauper joined MAC for the brand's cause-related lipstick campaign which featured print ads built around increasing the awareness of HIV and AIDS. Kim Cattrall and Olay have teamed up for the Total Effects 7-1 Advanced Anti-Aging Body Wash and Lotion lines. Cattrall is featured in print and video ads and joins the brand's first ever celebrity ambassador, Carrie Underwood, who partnered with Olay in 2010.
Gwen Stefani has been announced as the newest face for L'Oreal Paris, debuting her signature Le Rouge lip color via TV spot during the Golden Globes. Stefani joins the brand's other celebrity ambassadors including Jennifer Lopez, Eva Longoria and Beyonce Knowles. L'Oreal Paris Men also recently snagged a new brand partner in Gerard Butler. The Scottish actor stars in the new TV campaign for the beauty brand, which has previously partnered with Grey's Anatomy star Patrick Dempsey. Tennis star Rafael Nadal has replaced soccer star Cristiano Ronaldo as the face of Emporio Armani Underwear and Armani Jeans. Ads for the highly anticipated spring/summer campaign featuring Nadal will be released in February. Actress Katie Holmes is the face of Ann Taylor's spring 2011 ad campaign that debuts in March. Ann Taylor's previous celebrity friends include Naomi Watts (who appeared in the company's fall ads) and Heidi Klum (who starred in the past two holiday campaigns). 90210 star Annalynne McCord is the new face of Marc Ecko's handbag line. The print campaign, featuring the actress just wearing the purses, will launch in magazines and online in March.
Dealing in the Reality World
Kim Kardashian joins a long list of celebs including Brooke Burke, Joe Montana and Denise Austin as an official Skechers Shape-Ups spokesperson. The reality queen has been tweeting sneak peeks at her TV ad, which will debut during the Super Bowl. Kardashian has also recently partnered with at home laser hair removal company TRIA Beauty, doing a media tour on their behalf. New York Housewife, Kelly Killoren Bensimon has partnered with FRS energy drink appearing at a New York promotion with her daughter. Bensimon joins fellow FRS endorsers including Tim Tebow, Derek Fisher, Brook Hanson, Peter Park and Rafa Matos. Fellow New York Housewife, Bethenny Frankel has partnered with Dell for a social media campaign. Frankel promoted Dell's twitter sweepstakes throughout the month of December. The Hills personality, Kristin Cavallari joined Juicy Couture to host a Peace, Love, & Juicy Couture fragrance launch in Beverly Hills. Cavallari has become a regular in the hosting realm as she's appeared at events for LAVO, Victoria's Secret and Luca Luca. Nicole Fox, winner of Cycle 13 of America's Next Top Model, has been chosen as the face of Nicole Richie's Winter Kate clothing line. Fox will be featured as the online face of the 2011 spring line. One of the newest and busiest reality stars, Nicole "Snooki" Polizzi has partnered with Diamond Shark to release a limited edition pendant. Snooki adds Diamond Shark to her portfolio of previous brand partnerships with Westfield's, Virgin Mobile, Just Dance 2 and Pistachio's.
We're Losing It
After eleven years of using the program, Melrose Place and According to Jim actress Courtney Thorne-Smith joins Atkins as an official celebrity ambassador.
Thorne-Smith is featured in print and TV ads and on Atkins' blog and newsletters, where she gives online tips and recipes for living a low-carb lifestyle. Jenny Craig has enlisted Star Wars icon and best-selling author, Carrie Fisher, to be the newest face for the brand. Fisher's advertising campaign will air in February 2011. Former American Idol Jennifer Hudson is joined by fashion guru Tim Gunn for a new Weight Watchers PointsPlus campaign. Hudson, who signed on as a brand ambassador last year, continues to be featured in a national print and TV campaign as well as in-store advertising and online content. Gunn is enlisted to style both Hudson for the advertising campaign along with real people who have lost weight on Weight Watchers' PointsPlus program. Gunn is featured in online videos working with Hudson as well as with real woman while offering fashion advice on the Weight Watchers website. Taking a healthy approach to eating, David Hasselhoff has partnered with Splice Real Fruit ice block for a Baywatch-themed photo campaign and hosting duties for the brand in Los Angeles.
Brands that want to reach a loving, witty, young, popular and modern demographic have been trying to align themselves with one or all the members of Glee, and rightfully so. Glee's second season has continued to rise in popularity from last year, and has been nominated for a plethora of awards (including the recently announced Golden Globes). It seems that this group of talented young adults have inspired more than singing in the hallways, they are a part of the "Do Something Movement" and are involved in a marketing/social action team up that strives to inspire young adults to make a difference. In 2010 the cast was featured in the American Express campaign focusing on social action and Glee's Jane Lynch hosted the "Do Something" Awards.
Together, the cast has a certain communal star power and individual stars have broken off to launch solo partnerships as well. Lynch is the spokesperson for Healthy Choice, Xbox 360 and LG's "Text Ed" campaign. Lea Michele was signed to be the face and voice of Dove haircare and Jayma Mays has partnered with Glad and Cookies for Kid's Cancer as a spokesperson. Cory Monteith and Dianna Agron were featured in print ads for Walmart's fashion line, OP. And Heather Morris was just named the Celebrity Style Ambassador for FLIRT! cosmetics. The show has consistently booked big name guest stars as well... which often brings a new audience to the show and can help the guest star push out what they are working on (i.e. Gwyneth Paltrow launching her singing career).
This past year, brands have consistently asked about the cast of Glee when coming to us for guidance on a celebrity spokesperson and we anticipate that trend to continue into the New Year. The show appeals to a large and dedicated audience (self-proclaimed Gleeks out there), clearly making the actors desirable brand partners. We won't be surprised to see other cast members break out with deals in the near future (Matthew Morrison and newcomers Chord Overstreet and Darren Criss are our best bets).
Connecting the World
Nokia enlisted Gossip Girl star Ed Westwick to star in a short movie shot entirely on the new Nokia N8. Nokia is running a promotion for two fans to star alongside Westwick in an elevator scene. AT&T has selected Diggy Simmons to be the sound of their new ad campaign. Simmon's music and image are highlighted in their "Rethink Possible" ad campaign. GoDaddy has doubled their spokes girl roster by adding Jillian Michaels as a new face of their brand. Michaels will join Danica Patrick in the racy advertisements that have become a signature of the company. Actor Jason Lewis traveled Down Under to help promote Xbox 360 Kinect controller-free interactive experience earlier this month. Lewis impressed the crowd with his moves while interacting wirelessly with the new technology through the power of dance. Glee's infamous cheer coach, Jane Lynch has partnered with LG for their "Text Ed" campaign. The Emmy nominated actress and former 'text offender' is teaching parents about teen mobile misuse through a series of online videos with LG Mobile Phones.
Football Sunday
Papa John's teamed up with Chris Carter to help kick off their "Fantasy to Reality" campaign around the NFL season. Carter, one of the NFL's all-time greats, delivered a pizza to the grand prize winner as part of the promotion. Food Network's Tyler Florence partnered with the Hass Avocado Board to kick off the fall sports season. The celebrity chef developed two avocado-centric recipes for the Board, is featured in online videos and will be promoting Hass avocados in media interviews with television outlets later this fall. SPO Medical has signed Miami Dolphins running back Ricky Williams to endorse their new product line that promotes healthy living for children and adults. Williams will use the products in his workouts to maximize his fitness levels and promote their benefits. Vitamin Water has launched a campaign entitled, "Tugwater" that features Gary Busey as a Fantasy Sports Lawyer. The campaign uses social media platforms to distribute videos that feature Busey alongside sports stars Adrian Peterson, Shaquielle O'Neal and Kobe Bryant. Comcast has called on NFL quarterback Tom Brady to promote their new brand name of cable services, Xfinity. Brady is appearing in television and radio commercials in the role of "Professor Brady" highlighting Xfinity's partnership with the NFL Network. Meanwhile, Brady's wife, supermodel Gisele Bundchen has been named the new face of HOPE lingerie.
Smile Like You Mean It
Brooke Burke recently teamed up with Oral B and Operation Smile to help raise oral care awareness throughout America. The DWTS host and celebrity mom launched the campaign at New York's Grand Central Station earlier this month and will be appearing on radio shows to spread the word about the program. E! News co-host Giuliana Rancic partnered with Orbit Gum and ovarian cancer non-profit BrightPink to help fight breast cancer. Rancic joined BrightPink founder Lindsay Avner for a live online event, where they shared tips for young women to be proactive about their breast health. Maybelline enlisted Dancing with the Stars professional dancer Maksim Chmerkovskiy for their "Pucker up For Peace" event. Chmerkovskiy rallied support for the cause by making a guest appearance at the Kiss-In event and appearing in a campaign print ad. Chevrolet has tapped comedic actor Tim Allen as the new voice of the brand. The Michigan native and self-proclaimed "car guy" can be heard narrating ads for the Chevrolet Cruze.
Throughout the past year we have become accustomed to celebrities taking to the airwaves in various fundraising efforts. First came George Clooney's Hope for Haiti - then the musician-driven Nashville Flood Relief Telethon. Now, in its third year, Stand Up To Cancer (SU2C) will take over the networks for a one-hour live event aimed at raising funds to accelerate innovative cancer research.
The nation's lead network news anchors Katie Couric, Diane Sawyer and Brian Williams will serve as hosts, with a long list of celebrities lending their support including Gwyneth Paltrow, Will Smith, Denzel Washington, Renée Zellweger, Randy Jackson, Rob Lowe, Jane Lynch and Kelly Osbourne. Musical guests will include Lady Antebellum, Stevie Wonder, Neil Diamond and Queen Latifah.
But the fundraising effort doesn't stop there. Stand Up To Cancer has set the bar for cause marketing, developing initiatives that extend across industries - from Hollywood to sports organizations to brands.
Hollywood
Through a number of PSA's, SU2C let celebrities do the talking and, in the process, helped raise awareness and lend credibility to the cause through the power of celebrity. The announcements included:
Major League Baseball
As the founding donor to the organization, Major League Baseball created "Stand Up Stadiums" to give fans the opportunity to honor a loved one by sponsoring a virtual seat, suite, base or pitching mound at their favorite MLB stadium - with all 100% of the donations going toward cancer research.
Actress Melissa Joan Hart kicked off the initiative by throwing out the first pitch at a Dodger's game, while Glee's Idina Menzel recorded on original song, "Hope" in support of the league's ongoing programs to raise awareness and funds for SU2C.
Ebay
Continuing with tradition, Ebay partnered with Stand Up To Cancer to offer "experience packages" in film, television, music, Broadway and sports - with 100% of the proceeds going to the organization.
The auction runs from September 7 - 17, 2010 and highlights include:
Though telethons and benefit events are not a new idea, Stand Up To Cancer is continuing to find ways to leverage the power of celebrity for a cause that is close to so many. Will you stand up? Be sure to tune in to tonight's live broadcast at 8:00 PM EST.
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