The celebrity endorsement world is always a tricky one, especially in times where every move and every dollar is being scrutinized as it is today. David Schwab's First Call blog this week had a good look at the marketability of some athletes like LeBron James and Shawn Johnson, and why they can be successful as brands while other's can’t, but another great example of a successful spokesperson was put forward this week by the folks at Taylor for their client GlaxoSmithKline and their “50 Over 50” challenge promoting prostate cancer awareness. The group selected the still youthful and always outspoken John McEnroe as spokesperson, a great choice who can not only deliver messages, but someone who continues to have an amazing presence across generations, enabling the program to not just speak to those over 50, but to the younger males (and females) who can encourage those in the demo to make sure that prostate health is a priority. McEnroe's ability to make light of, and deliver the messages of an awkard subject makes the program very impactful, and the surrounding media coverage, digital components and viral video delivered around a time of the year when the over 50 demo is tuning into major events like baseball opening day (MLB also has prostate awareness high on its list with Ed Randall's Bat For The Cure a great charity), The Masters and of course The Final Four, really gives the program and the spend associated with it the broadest exposure possible. Many times “star value” for a spokesperson outweighs the value of finding the right person to deliver credible messaging, but in this case the two go hand in hand and will get the brand bigger, and perhaps more long-lasting, exposure than they had thought possible. Well picked, well orchestrated, well placed.
Some other good reads…Bloomberg's Scott Soshnick has a good piece on how the challenging economy could be a wake-up call for athletes demanding high salaries, with a warning from Alonzo Mourning…the New York Times has a very worthwhile read on the quick fall of the professional gaming phenominon, outside of Major League Gaming…USA Today's cover story on the selling of college sports is also a must read…and CNBC's Darren Rovell has a good q and a with MLB's Bob DuPuy.
