Archive for the ‘Sponsorship’ Category

Brand allies for tennis champions

June 25th, 2010 by Elaine

Yesterday’s conclusion of the longest match in the history of tennis saw many of the E! team clustering around the television feeling sorry for Nicolas Mahut and marvelling at how tall John Isner is.

In what was a seriously impressive display of stamina and determination, John and Nicolas took the match to an incredible 70-68 score in the final set, after 11 hours and 5 minutes of play. But what next?  Well, being dedicated media / advertising geeks here at Eulogy!, we immediately began to discuss the inevitable ad deals which will be coming the way of these players in the coming weeks and months.  Viagra, Duracell, Pringles and Long Johns (!) were all suggested, and I’m sure we’ll see similar brands throwing their hats in the ring to snap these guys up.

On a serious note, this issue raises what we are constantly saying on behalf of our marketing clients: sponsorship and celebrity endorsement should always centre around a valid and relevant link from endorser to brand; there’s nothing worse than a sponsorship deal that leaves consumers confused as to what the connection is.

We’ll be keeping our eyes peeled to see what happens next for these players; hopefully they’ll fit in a nice long rest before embarking on anything new!

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The demise of celebrity endorsement

March 4th, 2010 by Kate Humphreys

Tiger Woods Dropped From Gilette

Over the past few months it been hard to avoid the tabloid furore over un-faithful celebrities. First it was Tiger Woods, then came John Terry and now Ashley Cole has returned to the spotlight once again over allegations of adultery. But as the sordid reports continue to roll in, it’s not just the reputations of the celebrities that are becoming tarnished.

Each year, organisations invest millions of pounds into using fame and power to endorse their brand. Understandably, the use of the right ‘celebrity advertising’ at the right time can prove highly beneficial, but the reliance on famous personalities can also have the adverse effect. Already in 2010, we’ve seen Nike, Tag Heur, Gillette and Accenture cut Tiger Woods from their alliances for fear of their own public image. This is not to mention the stir John Terry and Ashley Cole’s recent behaviour has caused – their affairs could cost the entire England team a £30m sponsorship deal.

Celebrities carry a massive responsibility both through their career and their social life. As role models, they are expected to keep a squeaky clean appearance for all to see. This means that the sex, drugs and rock ‘n’ roll lifestyle of Ronnie Wood is entirely unacceptable for those fronting a family brand like Iceland – a mistake made famously by Kerry Katona last year.

Ultimately brands have no control over their celebrity endorser’s private life, but I think recent events will certainly see organisations become savvier in their marketing decisions. Perhaps Citroёn’s new campaign with John Lennon and Marilyn Monroe could prove the way forward for ‘safe’ celebrity endorsements?

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Mine’s a generic unlabelled beer bottle please

September 21st, 2009 by Claire Burgess

As you settle in front of the TV have you ever paused to lament the fact that no one ever walks into The Vic and asks for a pint of Carling? Why’s it always the ‘usual’? And why do the cast of Hollyoaks never pop down to Topshop?

How much does this impact the realism of the storyline? Well apparently enough for the Government to decide that it’s time to abolish laws preventing product placement on UK television screens. Although the BBC remains exempt, as do children’s programmes, this is one of the biggest changes in our recent television history.

But does it work? The Government’s own research has found that less than a quarter of people have felt influenced to buy something after seeing it on a TV show. So why are advertisers so keen to get their products in our programmes?

When the cast of The Hills cruise in their Lexus and Porsches, the judges of American Idol carefully display Coca-Cola or Carrie splurges on yet more Choos –  millions are watching. And it’s not just about getting in front of people. The subtle, or not so, power of association can be worth more than any cheque, and brands are clamouring to align themselves with the aspirational characters we love to watch. 

As broadcasters wrestle with the ever-tightening grip of declining ad budgets product placement represents a fruitful source of revenue. Ad funded programming has sailed silently into our TV schedules and we’ve hardly even noticed. Plus more budget means more new commissions, so surely we’re onto a good thing?

A word of caution. Done wrong, product placement ruins the programming it’s supposed to enhance and alienates viewers. The rules are clear. For consumers it has to be relevant and fit the context of the programme. For brands it must align with their broader strategy and create a meaningful engagement with the audience.

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Why ‘a word from our sponsor’ should be given more thought

August 20th, 2009 by Clare Ridley

Sponsorship is a hot topic in marketing and PR, and lately has been causing some debate in the Eulogy! offices. With the Olympics round the corner and the Rugby World Cup arriving in 2015, there are a huge number of opportunities for brands to get their hands on the coveted ‘official sponsor’ slot.

To kick off with, it’s important that companies choose the right event. Besides the business ramifications of picking the most relevant audience, consumers need to instantly see the point of the tie-up between the brand and event or product it’s getting behind.

Some things do go naturally hand in hand – beer and football, cocktails and fashion – but these days it’s not enough simply to choose the closest fit.  A successful sponsorship deal is one that relies on a real affinity between brand and event that stays in the hearts and minds of audiences because it was funny, touching or just simply spot-on in terms of relevance.  Anything that makes us sit up and say ‘that’s a good match’ has ultimately done the job.  Anything that leaves consumers with a confused expression on their faces has not delivered anything for the client or the sponsorship property.

This year has seen a number of Eulogy! clients embark on intriguing sponsorship deals.  The Intellectual Property Office, the government department that processes trademark and patent applications, might not be a high-street name but has proved the perfect partner for the Science Museum’s Wallace & Gromit exhibition.  Similarly, French black raspberry liqueur Chambord has cleverly carved itself a niche as ‘the spirit of fashion’ through its long-running London Fashion Weekend sponsorship.  It’s now pulled off a major sponsorship coup as the first-ever presenting sponsor of a West End show – Breakfast at Tiffany’s at London’s Theatre Royal Haymarket. Clearly, it pays to be relevant but creativity is key.

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