Reality TV kills local celebs' sponsorship gigs

Reality TV kills local celebs' sponsorship gigs
SHARE
THIS


What best describes you?

With Jamie Oliver, Gok Wan and Heston Blumenthal among the UK celebrities starring in Australia’s TV commercial breaks for local brands you could be forgiven for thinking there are no celebrities Down Under.

But the latest cohort of brand ambassador imports are not in town due to a dearth of local talent but an oversupply, according to McCann’s chief executive Ben Lilley.

Thanks to the boom of reality television Lilley believes there are “more than enough” celebrities, of the c-list and b-list variety that is.

“We are literally inundated with manufactured local celebrities and more brands who do want a spokesperson who can set them apart from that need to look further afield,” Lilley says.

Coles marketing head Simon McDowell confirmed the need to look further afield when he was recently asked why the supermarket had chosen an international ambassador over a local star.

 “What we’re trying to do is build the most compelling, engaging and unique brand in Australia,” McDowell said.

“To do this we look wherever we possibly can, looking at different ways and platforms to do that.”

Australia’s marketers have a soft spot for UK stars with many of their offshore searches ending with British favourites.

In the same week Coles announced an exclusive partnership with boundary-pushing and Michelin starred chef, Heston Blumenthal, and Woolworths secured affable celebrity chef Jamie Oliver.

British fashion consultant Gok Wan is making appearances in Target’s ads and Dawn French joined Coles’ other celebrity chef, Australian Curtis Stone, for the supermarket giant’s FlyBuys push.

Modern Family actor Eric Stonestreet isn’t British but he is another example of an overseas celebrity promoting a local brand. He started appearing in Big W's ads earlier this year.

Securing an international celebrity would presumably come with added challenges – scheduling dramas, bigger fees and issues around guaranteeing long-term use so the personality can develop into a brand cue.

Is the extra hassle worth it?

Jane Ketelbey, client development director at Millward Brown, says it may not be.

“What we know from our link studies is that there is not a dramatic difference between the average scores for ads featuring international celebrities and those using local celebrities,” Ketelbey told B&T. That Link study was a comparison of 12,000 ads including 2,800 local spots.

A star with true mass appeal delivers a high degree of visibility while local celebrities are more effectively used to target niches, Ketelbey says.

No matter the level of stardom an ambassador possesses longevity of use is key to ensuring the brand garners the benefits.

“In another example that was tracked over a number of years where a celebrity was used who wasn’t that well known, it wasn’t until the following campaign execution that the benefits started to be seen,” Ketelbey explains.

“Whilst we haven’t done research on Gok I would expect it would be about consistency and investing behind using that person over time to ensure they then become a brand cue.”

Consumers today don’t make the distinction between local celebrities and global ones, according to Lilley.

“While it’s obviously critical for every brand and client to ensure that their communications and their brand and marketing strategies are absolutely localised, the reality is that most consumers now are in fact global consumers.

“A lot of clients would be limiting themselves if they only looked for local celebrities that might be available.”

Using Metro Train’s viral video Dumb Ways to Die as an example, Lilley says looking to the global stage and incorporating international reference points into brand’s communications will “hugely amplify their impact and success globally”.

Rather than feature Australian icons and unique Aussie dangers the award-winning video used international cues such as grizzly bears and piranhas and has gone on to be viewed millions of time.

The use of celebrities in ads has accelerated; in the ten years to 2006 the number of UK spots featuring a celebrity increased almost 100% to hit one in five.

Globally, one in five ads now features a celebrity according to Millward Brown research.

In Australia about 7% of ads use a famous person but that figure rockets upwards in countries such as China and Japan.

It’s important not to be blinded by a star’s appeal, counsels Ketelbey.

“The celebrity doesn’t compensate for the creative idea,” she says.

“The right celebrity used in the right way can be an extremely powerful brand asset but it’s that degree to which the character matches the need of the brand that will prove to be much more compelling than just fame alone.”

Please login with linkedin to comment

Latest News

Yellow Tail Appoints Paper Stone Scissors For China Push
  • Advertising

Yellow Tail Appoints Paper Stone Scissors For China Push

Casella Family Brands has announced it has appointed creative agency Paper Stone Scissors to localise the iconic Yellow tail (stylised [yellow tail]) brand for Chinese consumers. The appointment follows a competitive agency tender in September Paper Stone Scissors will be responsible for the strategic, digital and creative development and production of the 2018 Yellow Tail campaign […]

Filtered Media Announces Nine New Hires
  • Advertising
  • Media

Filtered Media Announces Nine New Hires

Integrated brand storytelling agency, Filtered Media, continues its rapid growth with the mid-sized company appointing nine new team members in recent times, and moving to expansive new premises. Two senior hires include Nicole Manktelow as content director and storyteller for Filtered Media’s finance and technology practice, and Nick Ross as senior manager, content and analytics, a newly created role designed […]

Red Rooster Unveils Saucy Tinder Campaign Results
  • Marketing
  • Media

Red Rooster Unveils Saucy Tinder Campaign Results

Red Rooster’s Tinder campaign launched late last month – with results immediately revealing some very interesting differences between men and women. In a first for the brand, Red Rooster’s latest campaign took to the popular dating app Tinder, integrating the swipe function into its advertising and targeting customers in a whole different way. Red Rooster’s […]

Infographic: Aussies Set To Choose Kmart For Christmas (With 33% Admitting They’re Re-Gifters)
  • Marketing

Infographic: Aussies Set To Choose Kmart For Christmas (With 33% Admitting They’re Re-Gifters)

A new study into the Christmas shopping habits of Australians has found that Kmart will be our number one retailer of choice this year, with, interestingly, Amazon struggling to rate much of a mention. The study, by Melbourne customer insights agency Honeycomb, involved the responses of 1000 Aussies and their festive shopping habits. It found 55 per cent said they’d […]

by B&T Magazine

B&T Magazine
QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’
  • Advertising
  • Media

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’

Outdoor media company QMS Media has strengthened its digital outdoor presence in Victoria, unveiling an iconic digital billboard in the heart of Melbourne’s famous sporting precinct. The launch of ‘The G’ sees QMS’ landmark digital portfolio ‘bookending’ arguably one of the most iconic and in-demand digital outdoor locations in Australia – Richmond Station Bridge – […]

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante
  • Advertising
  • Campaigns
  • Marketing

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante

As part of the HSBC World Rugby Sevens Series, the Sydney 7s event returns in January complete with a new brand identity, creative strategy and media campaign. With the 2017 Sydney 7s a sell-out event, the challenge for 2018 was to carry that momentum into the third year, defining Sydney’s place as the new ‘go-to’ […]

Bound Round Launches Family Travel Publication for Aussies
  • Media

Bound Round Launches Family Travel Publication for Aussies

Family travel platform Bound Round has announced the launch of its first e-magazine to Australian consumers. Travel Bound is a family-focused, digital quarterly publication available on all Virgin Australia flights through the carrier’s in-flight entertainment system, and is also available for consumer download via the Bound Round website. Bound Round founder and CEO Janeece Keller […]

SBS Unveils New Look, New App For SBS News
  • Media

SBS Unveils New Look, New App For SBS News

Do you like say "I only watch SBS" in an attempt to sound smarter than you are? Well, why not pretend to read this too?

by B&T Magazine

B&T Magazine
Ex-Samsung CMO Joins Amazon Australia As Marketing Director
  • Marketing

Ex-Samsung CMO Joins Amazon Australia As Marketing Director

Amazon Australia has appointed former Samsung Electronics chief marketing officer (CMO) Arno Lenior to lead its marketing division. Lenior worked as Samsung’s CMO for more than three years before departing in 2015. According to his LinkedIn profile, he has also held CEO roles at VR company Virtical and brand consultancy Blue Ocean Brands, and joined […]

by B&T Magazine

B&T Magazine
News Corp Names Its Car Of The Year
  • Marketing

News Corp Names Its Car Of The Year

News announces its annual Car Of The Year and it's not what you'd expect. Well, we certainly didn't expect it anyway.

Aussie Tennis Open & Country Road Announce New Partnership
  • Marketing

Aussie Tennis Open & Country Road Announce New Partnership

The Australian Open has partnered with iconic Australian clothing and lifestyle brand Country Road to supply the uniforms for next year’s tournament. Confirmed today as the official fashion lifestyle Partner of Australian Open 2018, one of Australia’s most loved brands will be worn by thousands of tournament staff at Melbourne Park in January. On-court officials including the chair and […]

Andrew O’Keefe Quits His Weekend Sunrise Duties
  • Media

Andrew O’Keefe Quits His Weekend Sunrise Duties

After 12 years with Weekend Sunrise, Andrew O’Keefe has decided to step away from his hosting and reporting duties. O’Keefe will continue his full-time role as host of Seven’s quiz show The Chase Australia, as well as focus on other projects with the Network. “The ideal job is doing work you love with people you love,” O’Keefe […]

Study: Brand Loyalty Hinges On Customer Support Experiences
  • Marketing

Study: Brand Loyalty Hinges On Customer Support Experiences

Fast and effective support will be a competitive differentiator for companies looking to win over digitally transformed customers and employees, new research has revealed. According to a study by IDC and LogMeIn titled Support Services as a Competitive Differentiator, nearly 67 per cent of consumers said that customer satisfaction was more important than price when […]

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform
  • Advertising
  • Media

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform

The Outdoor Media Association (OMA) has announced the appointment of Red Ant Design to build the out-oh-home (OOH) industry’s first automated proposal platform (APP). After an extensive global search and industry consultation, the decision to build the system in-house with a local Australian company was made. The APP will be built in an agile process, […]

Nick Ballard, Managing Director
Australia & New Zealand, BlisMedia
  • Marketing
  • Technology

Blis Unveils New Consumer Behaviour Analytics Tool For Maketers

Location data technology company Blis has launched an analytics tool that allows marketers to analyse consumer behaviour – from audience profiling, to exposure, to attribution – by capturing and activating mobile movement data. Smart Trends offers robust in-store consumer behavioural insights and in-store comparison of multiple location types and brands, allowing marketers to break down demographic, […]

WiTH Collective Linked By Isobar Renames Colours Of The Great Barrier Reef As Part Of New Campaign
  • Campaigns
  • Marketing

WiTH Collective Linked By Isobar Renames Colours Of The Great Barrier Reef As Part Of New Campaign

The Great Barrier Reef is under threat, and WiTH Collective – part of Isobar Australia Group – has launched a social movement to protect it. The ‘Unite for the Reef’ campaign will put vivid pops of colour into millions of social media feeds as a global network of individuals united to pledge support for the future of the Great Barrier Reef.  Spearheaded […]

Imagination Unveils Creative For Sydney’s NYE 2017 Celebrations
  • Marketing

Imagination Unveils Creative For Sydney’s NYE 2017 Celebrations

The City of Sydney has unveiled the creative line-up for 2017 Sydney New Year’s Eve celebrations, including a new look and theme for Australia’s largest public event, conceived by experience agency Imagination. In its seventh year as the creative team behind the event, Imagination has set out to create a fresh, inspiring new theme and […]

Rogue Penis Radio Prank Goes Horribly Awry
  • Media

Rogue Penis Radio Prank Goes Horribly Awry

This radio prank has it all - a rogue willy, tears & humiliation. The only surprise is it doesn't have Kyle Sandilands.

by B&T Magazine

B&T Magazine
Stockland Invites Aussies To ‘Share Some Unexpected Joy’ This Christmas In New TVC Via Lavender
  • Advertising
  • Campaigns

Stockland Invites Aussies To ‘Share Some Unexpected Joy’ This Christmas In New TVC Via Lavender

Shopping Centre group Stockland has released an emotive campaign across its 40 national social and owned media channels via CX agency Lavender. The ‘Share Some Unexpected Joy’ campaign tells the story of Lucy, a thoughtful Australian girl who recognises that just like her and her mother, some of their neighbours will be spending Christmas alone this […]

QMS Switches On Digital Transaction Platform In NZ
  • Advertising
  • Media

QMS Switches On Digital Transaction Platform In NZ

In a New Zealand first for large format roadside digital, QMS Media is launching a digital transaction platform in conjunction with Rubicon Project and Digital Commons, who will represent the product in the market. Operating on a ‘guaranteed orders’ principle, advertisers will have the opportunity to buy QMS premium digital inventory nationwide via the Rubicon […]

Clemenger BBDO Melbourne’s SNICKERS ‘Hungerithm’ Goes Global
  • Advertising
  • Campaigns

Clemenger BBDO Melbourne’s SNICKERS ‘Hungerithm’ Goes Global

Following its huge success locally, Clemenger BBDO Melbourne’s ‘Hungerithm’ platform it conceptualised for SNICKERS is rolling out across US and European markets. The US has been the first region to roll out the platform through a nationwide partnership with 7-Eleven’s plus-9,000 stores. The launch of the Hungerithm in the US sees the platform pick up […]

Interbrand Australia Appoints whiteGREY’s Davy Rennie As CX Director
  • Marketing

Interbrand Australia Appoints whiteGREY’s Davy Rennie As CX Director

Brand consultancy Interbrand Australia has announced the appointment of Davy Rennie as its director of customer experience (CX). In this new role, Rennie will deliver solutions across Interbrand’s clients including Telstra, Event Hospitality and Entertainment, and The Star. Rennie joins Interbrand armed with more than 10 years’ experience across digital, innovation and customer strategies. With […]

News Corp Announces New Era For The Manly Daily
  • Media

News Corp Announces New Era For The Manly Daily

News Corp Australia has announced a bold new direction for one of its community brands, the Manly Daily. In January 2018, the Manly Daily will launch two hero print editions on Wednesdays and Saturdays, complemented by an enhanced online and mobile offering. The two unmissable print editions, each with a distinct unique personality and purpose, […]