adconnection is the leading performance media planning and buying agency, and our new blog series shows how media, advertising and marketing learnings can be found in the great (or very poor) performances we see in the news every day…by Catherine Becker, adconnection
Much of the talk at Cannes this week was about Kim Kardashian’s claim that although she undeniably sells out on many things, she nonetheless insists that all her contracts with brands include provisions to prevent them from influencing her social media output.
With over 27 million followers she has her own brand to protect – and she doesn’t want to devalue her personal product by coming across as over-promoting someone else’s products.
Very worthy and in many ways a key lesson in how brands as well as individuals should use and interact with social media.
Or is it a double-bluff, and actually Kim’s ‘purity’ claim is the ultimate in publicity to promote her new app game and get more followers and endorsements?
Either way, you have to admire the approach of being controversial to standout, and also Kim’s intuitive understanding that consumers and followers are no fools and can see through overt brand partnerships.
Followers want brands to have earned their mentions, to have delivered something back: something interesting, informative or entertaining.
Media owners (whether celebs or media brands) should take note.
Catherine Becker is proud to be CEO of adconnection, having previously held senior roles in global agencies ZenithOptimedia, Y&R and JWT. She is passionate about delivering unique insights and profitable sales growth to clients.
To date, Catherine has been the recipient of several industry awards, including the coveted Campaign Magazine Media Awards for her work on Chip & Pin, and The Media & Marketing Awards for Ford.
