Tiger Woods – A Risky Celebrity Endorsement?

Following the official announcement at the end of 2010 that Tiger Woods has been dropped as the face of Gillette, it forces celebrity sponsorship in to the spotlight and whether or not such deals can really add value to a brand and their accompanying marketing campaigns.

Are the celebrities and sponsorship deals really worth all the money that they demand from companies? Tiger Woods’ sponsorship deal was rumoured to have cost an incredible £2.5 million and where it cannot be denied that the celebrity ‘brands’ can help attract new markets, Proctor and Gamble were thrown in to the midst of a PR nightmare last year when regulations of Tiger Woods personal life came to the forefront of the world’s media. Trapped in contracts and knowing the incredible marketing cost associated with such a global campaign, Gillette had limited choice but to quietly continue with the partnership. Probably a painstaking year for them, no doubt. A year that could have seen a worrying backlash from their target market and damage to a brand that has taken years to develop.

Companies being associated with celebrity scandals is becoming a regular occurance. We had Kate Moss dropped by several brands, including Rimmel cosmetics, following exposure of her cocaine-taking, then Kerry Katona only recently dropped as the face of Iceland due to another high profiled drugs problem.

 

Is it worth all the trouble? Do these celebrity endorsements really work to the point of having to pay a fortune to greedy celebrities who only really get paid to smile at a camera, whilst you are having to pray every day that they don’t get pictured with your competitor, or that skeletons comes out of their closet that could subsequently damage your reputation?

This recent article in Media Guardian provides an interesting insight into the issue. PR guru Mark Bokowski claims that brands are slowly moving away from involving individuals due to the risk involved. However, the long line of celebrities gracing our television ad breaks does not seem to be disappearing any time soon. Is this the continuing way forward for brands of the 21st Century, or are companies going to start to realise they have more to offer than having to rely on the persona of celebrities who just want their 5 minutes of fame?

This weeks guest Editor is Helena Krzeminski.

All the Dazzle of the DADI’s…..

As you may have noticed Leeds was a buzz of digital activity last week with the culmination of the Leeds Digital Festival being the DADI’s happening on Friday 12th November. Set in the rather grand Saviles the event was host to the crème de la crème of digital agencies all flexing their digi muscles.
It really was a night of celebration with trophies being handed to an array of different agencies; some new ones on the radar include Young who were crowned with the ultimate honour, taking home the Grand Prix award for Learn Something Every Day Campaign

The Chairman’s award went to Hamptons Associates for their work with Brewdog an unusual Beer company who’s hedonistic range includes Trashy Blonde…with the strap line “you know you shouldn’t” and 5.AM Saint.
Digital Agency of the Year and Creative Team of the Year went to MadeByPi with DADI individual of the Year going to Aidan Cook MD of Former agency Sense Internet, overall MadeByPi swept the board winning a record number of awards.
Entertainment was kindly provided by Phil Nichol a Canadian comedian, singer-songwriter, and actor. His risqué humour certainly made a lasting impression with the audience with his song entitled “Eskimo”…

As the wee hours of the night came upon us their were various people reliving their youth on the dance floor, “spinning around bright young things”…no names mentioned but you know who you are!  Needless to say Network Marketing and The Book were there til the lights came on!

Roll on 2011!

This post was guest written by Rajvir Khatra

Leeds Digital Festival 2010 – we’re up for it!

So, the big week is nearly upon us.  The highlight of the digital marketing calendar and the excitement is mounting.

The Leeds Digital Festival 2010 starts on the 8th November 2010 and the organisers, both official and unofficial have done a great job in building the momentum for this event although initially there was a significant amount of trending on twitter that really wasn’t that positive.   There were initially ripples of derision from across the Pennines as the website launch appeared to be delayed and the communication around it was, well, patchy to say the least.  This was then echoed defensively by some more influential social media folk in the region that the whole week needed a major kick up the backside if it wasn’t going to be a complete disaster – perhaps a little dramatic but the sentiment was about right.

Well, how wrong could people have been?  I sense a real flow of excitement about the week.  Agencies not usually involved in these events have really embraced what it’s all about.  Take the agency open day on the 8th.  Companies opening their doors to the young blood of the industry so they can see what life’s like in the real world.   There’s a social media surgery on the 9th and an interactive workshop with the Rising Digital team on the 10th.

The Business of Digital, hosted by David Parkin of TheBusinessdesk.com will bring together thought leaders around the world on the 11th of November to discuss the impact of digital technology on our lives and businesses with some, no doubt lively debate.  And finally the week culminates with the DADI’s – the awards ceremony for the digital industry at Savilles in Armouries Square (is the Royal Armouries really not big enough to host all of this digital talent??)  Rajvir, Emma and myself will be there – will you?

It’s sure to be a great week for the marketing industry in its widest sense in Yorkshire.  There’s masses going on.  We’ll be blogging, tweeting and updating on LinkedIn each day about events – make sure you get involved and make it the best Digital Festival so far.

Jonathan Hirst

Network Marketing enjoys a night out at Leeds Media 20:20!

On June 20th the busy folk of Network Marketing managed to tear themselves away from candidates and vacancies and enjoy an evening of 20:20 cricket courtesy of Leeds Media. As part of their monthly networking events the 20:20 cricket event was organised to help professionals in the media industry meet and greet over one (or two!) cheeky drinks, and on this occasion the witnessing of a glorious victory for Yorkshire Carnegie over the Durham Dynamos.

It was great to have the opportunity to meet other industry professionals at such an event, to enjoy catching up whilst enjoying (or in my case ‘discovering’) the joys of cricket! Although slightly disappointed with the low turn out, lack of opportunity to network and having to brave a typically cold English night (!), it was a great evening and we look forward to meeting further fellow professionals at the next event. I’m secretly hoping a night out at Leeds Rhino’s will be on the cards so I can learn about this beautiful game next!

Helena Krzeminski

Network Marketing Sponsors Leeds Link-Up

Network Marketing were pleased to sponsor the www.onlymarketingjobs.com Leeds Link Up held at Chilli Whites near the Corn Exchange in L eeds. 

Much fun was had by all with a great mix of clients and candidates there and the guys at onlymarketingjobs organised a really enjoyable evening.

We also sponsored the Chamapgne prize draw which was awarded by our very own Tom Fordham (well done Sir!).  

Tom Fordham awarding Chmpagne to the winner

(trust me – Tom is really tall!)

For a look a some of the pictures go to their Facebook page.

Looking forward to the next one already in Manchester on the 3rd November (the day after my birthday!!!)

Jonathan Hirst