Celebrity Marketing and Negotiations: Phase Four

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Superior project management comes from a very simple and overlooked strategy.

Upon completion of the contract and negotiations in Phase Three, a single point of contact in the day-to-day execution and management of the contract is crucial. This will ensure the celebrity partner and his/her affiliated management keeps the details of the campaign at the forefront. By having someone who is committed to efficiency and your brand remaining on the campaign until its completion, you can be sure your objectives from Phase One are successful.

Although it seems as though a marketer’s job ends once the ink has dried on the contract, in many ways, finalizing the contract is only the beginning. All relevant points of the contract must be monitored closely to ensure all requirements are being met throughout the campaign. For example, it is important to maintain the set timeline and be sure the celebrity partner attends all service days that were decided upon in the contract. In doing so, your brand can be sure the contract is executed properly.

Managing and overseeing the various elements of the campaign is very important. These elements include the logistics of the campaign, such as schedules, service days, travel and “glam,” such as hair, makeup, wardrobe, etc. It also includes approvals, such as program assets and press-related content and outlets. Once again, overseeing these elements of the campaign will ensure that everything runs smoothly and all aspects of the contract are executed correctly for your brand.

After the shoot, agencies and brands have a tendency to take a deep breath, relax for a moment and move on to the next project. Going back to putting out fires elsewhere causes campaigns to stall or fail because no one is working on approvals and logistics ahead of time.

Finally, if the campaign goes well and your brand feels the celebrity’s participation in the campaign had the desired impact, discussions can begin for the next step. If your brand decides to continue the relationship with the chosen celebrity partner, we can then move on to renewing the contract or executing other options for the partnership. Otherwise, we can restart the process with a whole new set of celebrity recommendations for your brand.

After completion of all four phases of the celebrity marketing and negotiation process, your brand should have a successful celebrity marketing campaign. Through pre-planning, research, negotiations and execution, structure and stability is created in an otherwise unpredictable and chaotic process, thus creating successful results.

photo credit: Thebluediamondgallery.com

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Celebrity Marketing: The Who’s Who in a Celebrity’s Entourage

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Knowing each members role in a talents team greatly increases the chance your offer will be accepted.

When deciding which celebrity to hire for a marketing campaign, it is important to remember that you are not just solely dealing with the celebrity. Talent comes with a team of various people that ensure the best deals, treatment, and representation. Celebrities rarely travel alone and will likely bring a member of their team such as an agent, publicist or manager during campaign related activities. These people handle various business and personal needs, and are often referred to as a celebrity’s “entourage.”

Before a celebrity arrives to campaign related events, it is important to know the role of each member on a celebrity team –

Agent: Commonly referred to as a talent or booking agent, this person finds jobs and handles the career for the celebrity that has employed them. It’s likely that marketers will deal with agents when attempting to recruit talent for campaigns or endorsements. Agents help their clients get auditions, communicate with casting directors, work on contracts so their client gets the best deal and arrangements, etc. Various types of public figures have agents such as actors, authors, directors, musicians, models, professional athletes, and even screenwriters.

Publicist: A publicist’s job is to handle their client’s relationship with the media, and help generate and manage publicity. Publicist’s tasks include arranging interviews and public appearances, handling press releases, organizing social media accounts, and advising on how to handle bad publicity. Unlike agents and managers, publicists often work for a flat fee instead of a percentage of the talent’s income.

Attorney: Most of the work of an entertainment attorney involves drafting contracts, negotiation, and mediation. These attorneys cover various areas including media, and legal fields such as corporate, finance, intellectual property, and privacy. Entertainment attorneys work with agents to finalize contracts for various projects, including compensation and participation. Some attorney’s job descriptions have become comparable to those of a star’s agent, manager or publicist; they are not limited to paperwork, but assist in building their client’s career.

Manager: Celebrity managers wear a variety of hats in their job, and have the ability to act as agents, publicists, contract negotiators, etc. Their responsibilities and duties can vary widely on a day to day basis. Managers help celebrities create daily schedules, create long-term career goals, give financial advice, and help to hire other members of a celebrity’s team. They are often the closest team member to a celebrity, which is why many enlist their parents or other family members to serve in this role.

Stylists: Stylists, or a celebrity’s “glam squad,” is a crucial part of their entourage. During filming and other campaign activities, celebrities can require their personal hair stylists, makeup artists, and wardrobe team to attend various events. Celebrity stylists can often times be costly, and have their own individual representation teams.

Label and/or publisher (if dealing with music): A label or publisher is the person or company that handles the issuing of music, images, books, or other works for sale and use in the entertainment industry. If marketers are looking to use a song in their campaign instead of a celebrity, they would go through the label or publisher that has the rights to said song.

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A Celebrity Marketing Specialist Can Improve Your Ad Campaign

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A specialist is often needed to maximize celebrity driven campaigns.

Working with celebrities, musicians or sports figures for an integrated ad campaign can be difficult. Finding the right talent and negotiating the contract is hard work and takes a great amount of time, but that’s only the initial challenge. There’s a lot that can go wrong once a contract is signed.

It’s helpful to know how celebrity ad campaigns have evolved.

Really Old School 

Twenty years ago, advertising agencies and public relations firms had their ‘turf’. Public Relations’ firms were the newly adopted child at a family reunion, they were family but not really treated like family. Because of the turf battles, I know of times when different celebrities were hired for the same brand. One selected by the brand’s advertising agency and another by its PR firm. The different celebrity personas projected a mixed marketing message to consumers.

Old School 

Over the past decade, agencies and PR firms were working much better together to find the best celebrity for the brand. This helped to create and maintain a more consistent message. But, while brands depended upon the agencies for the selection process, they weren’t comfortable with either negotiating a celebrity’s contract. Brands handled this responsibility but, they often significantly overpaid their talent by not having the expertise to negotiate the best deal based on fair market value.

New School  

Companies now are seeking to add a celebrity agency to their integrated agency team to provide specialization in the areas of strategy, talent identification, contract negotiations and celebrity management.

Selecting the right celebrity for the brand’s campaign is critically important. These specialty agencies have the ability to cast the widest celebrity net possible using advanced technology and tools to find the best fit possible from a large celebrity pool.

Smart brand marketers understand that no agency can be good at everything so they now look for the specialists.

photo credit: Siebbi via photopin cc