Word: adding
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...attention?not all of it positive?for her whopping contracts with T-Mobile and Elizabeth Arden, Arden's top brass insists she's worth every penny. And if exposure and a paycheck are what Zeta-Jones is after, then she may be better off in an Arden ad than in The Legend of Zorro...
...president, Maureen Chiquet, admits that banking on a celebrity for celebrity's sake can be a risky venture. Although the brand has had contractual relationships with stars since the '50s (Suzy Parker, Catherine Deneuve, Ali McGraw, Candice Bergen and Carole Bouquet), its Nicole Kidman--Baz Luhrmann No. 5 ad surpasses any single-ad commitment to date. Kidman's reported $4 million-to-$5 million contract was meager compared with the total budget, which some estimates put at more than $40 million...
...When you're banking on a celebrity as uniquely a celebrity, when everybody knows about their private lives, you always run the risk of the brand and the celebrity not being in synch," Chiquet says. "But the No. 5 ad was like going to a movie. Nicole was playing a character in a story...
...Charlize is re-creating the Marilyn Monroe image in those Christian Dior ads, and Chanel's Nicole Kidman ad is like a mini Moulin Rouge. They're playing characters, which is why these examples work," says Raul Martinez, CEO and creative director of AR Media. "As long as the concept is on brand, you're O.K. And we've seen what happens when it doesn't work...
...sent Jamie some pictures and talked up my brand to her, which I described as being a perfect blank slate?one that had been building equity not only because I write about myself ad nauseam but also because I talk about myself ad nauseam to my friends and family...