Jeweller - September 2020

MARKETING REVIEW | Brand Ambassadors
L to R: Gisele Bündchen, Kate Moss, and Kate Upton for David Yurman
Spotted’s algorithm can apparently
predict the likelihood of a celebrity
engaging in activity which could damage
the reputation of their associated brands.
Perhaps the most spectacular example
of public image free-fall is Tiger
Woods. Regarded by many as the finest
golfer in history, he demonstrated
professionalism, single-mindedness
and a will to win that was second to
none. Combining that with his image as
a wholesome family man, Woods was
the advertising world’s equivalent of
Leonardo Da Vinci’s Vitruvian Man.
He was paid product endorsement fees
that made him the highest-earning
sports star on the planet. But following
revelations of misdemeanours in his
private life, one by one, Woods’ sponsors
– including Gillette, Accenture, AT&T and
Gatorade – dropped him like a stone.
Despite initially standing by him, watch
brand TAG Heuer, widely regarded as
one of the best ‘matched’ brands for
Woods, severed its relationship with him
in 2011. Yet he was quickly able to secure
a new association with an even more
prestigious watch brand: Rolex.
At the time, Rolex said in a statement:
“Tiger Woods still has a long career ahead
of him, and… has all the qualities required
to continue to mark the history of golf.” The
prediction proved prescient. In the years
since, Woods has managed an incredible
comeback story.
Following four back surgeries and a 11-
year major title drought which saw him
drop out of the top 1,000 golfers, Woods
won the 2019 Masters at age 43; on his
wrist was a Rolex Deepsea.
Sponsorship analytics firm Apex
Marketing Group estimated that Woods’
other long-term sponsor, Nike, profited
from the fairy-tale narrative to the tune
of $US22.5 million – nearly double the
estimated value of Patrick Reed, who won
the Masters in 2018.
Another example of the fraught
relationship between watchmakers and
celebrities is that of Raymond Weil.
In 2005, the brand struck a multimillion
dollar deal with actress
Charlize Theron to make her the
international ambassador for the
company, and the star of an expensive
advertising campaign.
Despite her contract stipulating
exclusivity, Theron later caused a stir
when she appeared in the catalogue of
a leading US watch retailer sporting a
diamond-encrusted timepiece by Dior –
for whom she is a perfume ambassador.
Celebrity endorsement could
positively impact attitudes
toward the endorsed product
if there was a clear ‘match’
between the celebrity and the
product. Actors performed best
as endorsers, followed
by athletes, TV hosts, models
and musicians.
Intriguingly, Theron is now one of three
actors contracted to promote Breitling
watches, alongside Brad Pitt and
Adam Driver.
Meanwhile, billionaire Virgin founder Sir
Richard Branson became the face of the
Bulova Accutron range in 2011. Bulova
president Dennis Perry explained at the
time: “As an entrepreneur, humanitarian
and pioneer, Sir Richard reflects the spirit
of innovation that is at the heart of the
Bulova Accutron brand.”
“We feel Sir Richard Branson could be
an individual that would be central to our
message of innovation,” Perry added,
referring to the Accutron’s place in history
as the world’s first fully electronic watch.
Phil Edwards
Duraflex Group Australia
“Celebrity ambassadors play
a pivotal role in building brand
awareness and promoting
new collections. It’s critical to
ensure the profile and values
of the celebrity are well
aligned to the brand in order
for the partnership to be
authentic and successful.”
Janet Comenos
Spotted
“Luxury brands tend
to be more dismissive
of data than mass-market
brands. The creative
directors of these highend
labels tend to use
celebrities as creative
‘muses’, even if every
indication shows that the
celebrity is a poor choice.”
William Comcowich
Glean.Info by CyberAlert
“Celebrity endorsements
and sponsored influencer
content have similarities
and may overlap at times,
but the two strategies entail
different advantages and
disadvantages. It’s crucial to
understand those differences
to develop effective PR or
social media marketing
campaigns.”
However, just three years later, Branson told
the Wall Street Journal he wore a Pilot Watch
from Swiss brand Torgoen that he’d chosen
based on its appearance. More recently, he
has been seen wearing Garmin and Vivofit
smartwatches.
Indeed, convincing an increasingly disbelieving
public that there is credibility in celebrity
ambassadorships is only likely to become more
of a difficult task.
When selecting a celebrity ambassador, Janet
Comenos, CEO Spotted, has said, “Marketers
need to use real data and isnights to drive
these crucial decisions, not just their gut and
personal judgment.”
She added, “Luxury brands tend to be more
dismissive of data than mass-market brands.
The creative directors of these high-end labels
tend to use celebrities as creative ‘muses’,
even if every indication shows that the celebrity
is a poor choice.”
In search of authenticity
The way many brands are looking to win the
battle is by going beyond the realms of a
conventional endorsement and instead touting
the celebrity as having played a hand in the
creation of the very products they advocate.
One example from the watch category is
that of international adventurer Bear Grylls
and Luminox. Grylls helped to create the
new Survivalist Series for the brand, adding
practical features such as Morse code, a
paracord strap, and a dive zone countdown
to the designs.
As a hard-wearing watch, Luminox had
also previously released watches designed
with Icelandic Sea and Air Rescue, and
counterterrorism operative/deep-sea diver
Scott Cassell.
Phil Edwards, managing director Duraflex Group
Australia (DGA), which distributes Luminox,
explains, “Celebrity ambassadors play a pivotal
role in building brand awareness and promoting
new collections. It’s critical to ensure the profile
and values of the celebrity are well aligned to the
brand in order for the partnership to be authentic
32 | September 2020