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Top 3 Changes in Celebrity + Brand Partnerships

August 24th, 2011 I chatted this morning with my colleague Maria Conti about celebrity + brand partnerships and specifically, the changes that have evolved over the past few decades. She has been in the business for more than 25 years (spending time as VP Talent Services at Edelman, Matter and even as a commercial agent at ICM) and thus, has seen and done it all.
Her three biggest changes in the business:
1. Influx of PR/SM programs. This is the biggest change in the industry since the 1980s. Programs used to be advertising only (and led through an advertising agency business affairs or creative department). No longer. The majority of celebrity + brand partnerships are now driven by public relations, social media and digital agencies. Now exclusivity language not only contains product category, but it includes other media interviews within the designated term (so programs are not cannibalized by others). Because the spokesperson isn’t just reading a script in a commercial, and is now talking to media during interviews, it becomes more important than ever that he/ she has a direct connection to the product and brand (and can speak intelligently about it).
2. Influencer vs. Celebrity. Reality shows have become an important part of our culture, including the part they play in the endorsement world. In addition to all the product integration deals made with these shows,  marketers often use the cast members as spokesperson (especially for quick hits and publicity stunts).   And be would be foolish if we don’t talk about the influencers that Oprah created along the way including Rachel Ray, Ty Pennington,  Nate Berkus, Bob Greene and Dr. Phil.  Bottom line – gone are the days of just hiring athletes, musicians and actors. Now we also work with doctors, stylists, dermatologists, trainers, nutritionists, chefs and more.

3. Accountability – This is a pleasant change. There is more accountability at all levels of the celebrity-hiring process. No longer are CEOs or CMOs picking their buddies or talent they like the best or just want to meet. There’s research (consumer, timing/current events, etc) and backend thinking that goes into each recommendation and ultimately hiring. The process has become formalized and often times there is a RFP (request for proposal) to find the best and most knowledge people to aid them in finding the right talent. We welcome that.http://www.octagonfirstcall.com/celebrityconsulting/Blog/

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