Of Nathalie Benezet will no doubt less needDARRELL ISSArepresentative from California It is totally abnormal rail the authors of the studyWhile the deficit of the State is established at 67This is an ethic of aesthetics in gestationBank balance sheets have changed in natureBut the truth of a day is not that of the next dayCompromised last July with the highest euro to 1Implicit default rates are still too highVivendi in 2002 it was in fact 35 billion euros of debt and lossesThe "people" don't know which way to the head. Not happy to be always more likely to hire a co-leader, marks bring them more and more. It is more enough stars ask on glossy paper for this re-entry, their presence is mounted a notch. They must also appear on the Net, get involved with the media, give advice.
Now, the ads featuring celebrities are cleverly profile. The brands are a tool of a clash of their public relations strategy. Dior and orchestrated a series of meetings with Jude Law the same mode than those usually preceding the launch of a film giving rise to an avalanche of portraits in the women's press, where the face of the new fragrance the claw man status was clearly mentioned. This type of operation leverages the impact of the campaigns. As do the giant photos of actresses now displayed in stores and on the stands of many specialists in the beauty.
On the Internet, the brands are a beautiful place to the personalities that represent. Longchamp leather goods claw is staged now broadly his face for a long time. "Kate Moss, with actor Gaspard Ulliel this season, is in the centre of the site through from photos of the communication." "An operation of buzz around their meeting had been conducted on the upstream Web", details Ariane Rivier, Director of client to agency Digitas, who designed and created the site. To create the expectation, a game called "Scoop pursuit" was launched with the key gain a fetish bags of the season. Users could collect clues blocks way taken live through the blog from an expert in fashion, banners on Facebook (in a group bringing together fans of the actor) and of course the site of the mark. It is also the first time that Internet users are invited to dive behind the scenes through a video of the making of the campaign. Which implies a real anticipation of the adaptations out of media.
New relationships are between the trade mark, the celebrity that represents and the public through the Web. Lancôme has organized this year from the interviews informal between its two ambassadors, Juliette Binoche and Laura Morante, and French, us bloggers but also Japanese or Chinese. An innovation that has found a true resonance on the Web. It was then reprinted the principle with its new Director artistic make-up, Aaron De Mey. "Meetings organized with some bloggers correspond to the desire to open new access to the mark, to leave traditional formats," said Matthew Guerin, responsible for Digitas account. The new beautiful fragrance, beauty brand offers behind the scenes of the film and the launch around the actress Anne Hathaway party.
All sectors are
The phenomenon reached now all sectors. The food is set, giving a glamorous touch with George Clooney in Cantor of the Nespresso coffee or with the heroine of "desperate housewives" Eva Longoria in the Magnum ice fan. For the launch of its new Smile whiteness, Hollywood Chewing Gum was online earlier this month a Web TV to discover in 40 episodes aired every two days the life of Cathy and David Guetta in Ibiza this summer. Microsoft also entered the dance by comedian Jerry Seinfeld to defend the colours of its Windows Vista system. Even the road safety appealed to Karl Lagerfeld services to be safe to hit hard at the time when the yellow jacket became mandatory in cars.
In the area of the Windows and doors, Tryba takes to turn the game. He comes from a partnership of three years with Jean-Marie Bigard and he was associated with sumo that was already advertising emblem. "For the brand, it is a true accelerator of notoriety." Today, she reached 48.6 and are more difficult to win. "He had to find a personality with our heart of target, the middle-aged, could identify," said Olivier Simon, head of marketing and communication. In addition to advertising campaigns, Jean-Marie Bigard involved in achievements figure on direct marketing materials and will appear in the next catalog early 2009 through testimony on his choice of the mark but also a political on the renovation made by his house Tryba. Cherry on the cake not provided for in the contract, each day tickets for the play "clérambard", he currently plays in Paris, are available to customers of the brand.
The use of celebrities does however not always a tower also global. Kashmir specialist Eric Bompard thereby appeal this season to a star of Paris Opera, Emilie Cozette, posing for his catalog. For the first time, a DVD attached to discover the backstage of the catalogue, the young dancer in full repeat and why the founder has been keen to appeal to it. But in its advertising campaign in the form of drawing, claw on the other hand keeps his usual face, his fetish goat.
Humour creates the connivance
More action is explained by current taste for everything that goes to the stars. Unable to open a women's newspaper without seeing shell clothing and beauty products used by the stars. People's press is thriving. With weekly best 513.002 streaming France paid for July 2007 - July 2008, "closer" has at the top of the segment.
As the tone used by the marks, it evolves. "There is more than proximity to the heroes." The speech puts, the stars are more reluctant to tell their doubts, their difficulties. "It also sees the emergence of soft"people", carriers of values of consolation," emphasized recently Françoise Hernaez-Fourier, Director of studies of the pole advertising creations of TNS Media Intelligence, a round table organized by Publisher Mondadori and "closer". Another registry in vogue: humour, which creates the connivance. Not to mention another aspect: the link between brands, people and humanitarian associations.
In this turmoil, the strategies is adaptability. "Amplify partnered with a celebrity by different means may double the return on investment." But you need to know well develop the message, without, for example, routinely talk about performance for an athlete ever from bad results. "And do not forget that a personality can be controversial at one time or another," note Aude Allard, who leads MEC Access, partnership cell and sponsorship of the Agency Mediaedge: cia.
It must not only find good spokesperson but also identify how a brand can adapt to the fact that his face is contracts with other companies, the image of a Zidane or a Scarlett Johansson. "A war between the marks is underway, including in the world of perfume," noted Maxim Hibon, Executive Director of Havas Celebrities Consulting, which estimated that 80 of real celebrities are already under contract.
Another pitfall: stars do comply all the requirements of the brand. To inaugurate his flagship on the Champs-Elysées, Nespresso has had to happen in the presence of George Clooney. He replaced him... by Sharon Stone.
