December 8th, 2009 by
Matthew Watson
Tiger Woods - finding fulfillment at every step
Another day, another celebrity makes a fool of themselves. This time Tiger Woods has been a bit of a naughty boy allegedly knocking up at least 10 extramarital notches on his bedpost. Not great news then for Accenture, the global IT services company which has sponsored the professional golfer since 2003, featuring him in much of the company’s print, broadcast and digital adverting.
It’s not the first time that a celebrity has damaged a brand by doing or saying something a bit stupid and it won’t be the last. But sometimes it’s not just the advert that can get companies in hot water; it’s where the ad has been placed. Marks & Spencer discovered this earlier this year when the company quickly decided to pull it’s advertising from the Daily Mail’s website after users spotted it appearing alongside Jan Moir’s homophobic article about Stephen Gateley’s death.
Only time will tell if Accenture, Nike, Electronic Arts and the other brands that Tiger Woods represents will continue to back the star. But what’s clear is that businesses need a contingency plan in place to deal with the transgressions of celebrities.
Posted in
Technology
Tags:
Accenture,
advertising,
Celebrity,
Daily Mail,
Electronic Arts,
Jan Moir,
Marks & Spencer,
naughty boy,
Nike,
Professional golfer,
Tiger Woods 3 Comments »
September 24th, 2009 by
Caroline Allen
The Daily Mail, much sniffed at by its critics as the housewives’ favourite, certainly seems to be making in-roads with its online content.
New figures out show that the Mail is growing its digital readership faster than any other UK paper for the third month running.
So why is the Mail getting it so right? Is is translating its penchant for fearful news stories to the Internet age? Or is it being smart about how the content people want online is different, and it is doing a very good job of meeting that need? Probably the latter.
Plus its use of images, even oddities like this, has come on in leaps and bounds, making it a highly readable and engaging site.
Any brand owners who thought the Mail’s appeal was rather narrow, with the red-tops and broadsheets doing onlien better, had better think again.
April 17th, 2009 by
Nick Bishop
Marina Hyde of The Daily Mail has published ‘Celebrity: How Entertainers Took Over The World And Why We Need An Exit Strategy’, a look at how celebrities’ Roles and Responsibilities have been expanded to include, amongst other things, negotiating with the extremists, holding Middle East peace summits and fixing refugee crises.
Seemingly there’s no situation that won’t benefit from the intervention of a beautiful person from the West coast. Jude Law has taken on the Taliban, Sharon Stone held a press conference with Shimon Peres, Richard Gere has – “speaking for the entire world” – pronounced on Palestine.
But none have yet been brave enough to tackle the global economic crisis. This recession demands celebrity interventions. The world needs to hear Geri Halliwell on collateralised debt obligations and a fired up Tom Cruise on bankers’ bonuses. Only celebrity can prevent recession from becoming depression.
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