News at Ten said of him: ’He doesn’t deserve to be the most hated
man in Britain’ and others, said something less printable! Yes I’m
writing about David Beckham. The dilemma, ladies and gentlemen, is
celebrities - love ’em or hate ’em, they’re a very potent marketing
Let he who hasn’t used a celebrity cast the first stone, or provide the
solution to this perennial concern. Most marketers will all have
recommended using an extortionately expensive celeb for strategic
marketing reasons at some point in their career. Mea culpa - I too, have
been to the edge of the abyss, and it is very scary, both on behalf of
your client and indeed the future consultancy relationship if something
happens to go wrong.
Celebrities are potent marketing medicine. Walkers crisps made a virtue
of using the saintly Gary Lineker who has worked wonders for the brand,
and its use of a naked Romario from Brazil would have been great, but
for the fact that Romario was ruled out of Brazil’s World Cup side by a
Adidas has kept a fairly low profile since the match where Beckham used
his feet to effectively put an end to England’s chances, but there
appears to be a lot happening in respect of their ad agency review.
So far the jury’s out on Beckham himself-while he rode off into the
sunset, football boots in hand, we’ve been reliant on Glenn Hoddle to
say ’these things do happen’.
Perhaps the tide will turn following the church’s call for the nation to
forgive Beckham and the news that his family are being targeted by
Shouldn’t we really consider contingency plans before taking steps to
employ celebrities in the first place? Perhaps Adidas should have had a
’whoops’ campaign on hand for eventualities.
Celebrity use will and should continue but we should all be more
diligent in preparing to cater for as many eventualities as we can.
Possibly even consider a prenuptial agreement of dos and don’ts, ruling
out kicking players in front of the referee! Perhaps there’s room for a
new specialist crisis management agency - ’Celebrity Crisis Management
Inc’ - I’m racing to be a non-executive director now.