Brands and celebrities. It’s the new black. We’ve seen it done right…and, not so right. As this integration becomes commonplace, the age-old discussion continues around brand partnerships with celebrities: when do or don’t they make sense? Let’s keep it 100 – sometimes they leave us scratching our heads, asking “who gave this the green light?”
In February, I connected with Madame Noire, to talk about potentially offensive ads, and how brands can push the envelope in their marketing campaigns, so long as they understand the cultural nuances of their intended audiences. Because, let’s face it – brand partnerships require a substantial monetary investment, and in this game, if we offend the audiences we’re trying to reach with our campaigns…we already know where we’ll wind up with ROI.
With the controversy surrounding the recent Mountain Dew online spot, developed by rapper Tyler the Creator and featuring his crew Odd Future, now is an ideal time to have this discussion. What are your thoughts on brands giving celebrities this level of creative control?
For marketing communications firms, this is what we do – provide effective strategic counsel to our clients, directing them on what partnerships may or may not make sense. More so, outcomes like this are a prime example of the heightened need for multicultural and consumer-focused agencies for brands to truly achieve a level of understanding about the diverse segments they’re marketing to, based on the cultural insights that we provide.
After all, a message that never resonates is never really received.
Tony Balasandiran is an Account Supervisor at FCG.
On March 1st at Fig & Olive in West Hollywood, superstar Nicki Minaj gave a sneak peek at her collaboration with Kmart and SHOP YOUR WAY, during a private media event.
The event marked Nicki’s first media appearance to discuss her partnership with Kmart and SHOP YOUR WAY. As she welcomed fans and media in attendance, Nicki encouraged them to check out the SHOP YOUR WAY website, to share their own fashion tips to help create her new line. Nicki explained how the site provides interactive content, coming soon behind-the-scenes videos, and more.
At conclusion of the event, Nicki invited attendees to participate in a Q&A session. As Nicki departed, fans were elated as she took time to stop and pose with them for a quick photo.
Following the event, Nicki tweeted to thank everyone for joining her, and let them know to connect with SHOP YOUR WAY for updates on the upcoming launch of her new line, The Nicki Minaj Collection.
For additional details on the event, check out this write up from Hip-Hop Wired.
Kellee Bassaragh is an Account Executive at Flowers Communications Group.
The Black McDonald’s Operators Association (BMOA) will be in the house at the United Center this evening, hosting “BMOA Night,” as the Chicago Bulls take on the Philadelphia 76ers.
If you’re at the Bulls game, make sure you check out the jumbotron to learn more about the BMOA, as they wrap up Black History Month tonight.
Also, check out Syleena Johnson, who will be singing the national anthem – the iconic Ronald McDonald will also make an appearance!
I recently was with a group of women in communications. We talked about what it takes to make it in this business. What’s in the secret sauce? There was discussion around women leaders, and what happens behind the scenes for us to effectively serve our roles.
I must admit, I can be naïve when it comes to this—but, I’m ok with that. My motto is the best route to take, is whatever works for you.
Growing up in love with music, I wished upon a million stars that I could sing. I probably rehearsed my favorite ballads until the tracks wanted to give up! I even took choir as a high school freshman, and had the nerve to sing the Star Spangled Banner…solo! At some point, I had to face the reality that this wasn’t going to happen for me. Instead, I would take the route of being inspired by voices like Aretha Franklin, Whitney Houston and Mariah Carey.
I moved on, focusing my energies where I could win. I started journaling and fell in love with writing. My goal became to find a way to align my passions and entrepreneurial spirit.
When I first interviewed at Flowers Communications Group out of college, I had the chance to meet founder/CEO, Michelle Flowers Welch. What an opportunity. I walked in, and noticed immediately her regal demeanor, wrapped into a graceful, 5’11” frame. Within moments, I knew she was a sharp, amazing leader. I asked about her entrepreneurial spirit – my naïve self. What she shared—like Aretha’s voice—made a lasting impact.
When I was returning to Flowers in 2008, I got a lot of feedback: some didn’t think it was a good move, and I was boxing myself in by returning to a company I had already worked for –especially a small one, focused on multicultural communications. But, I knew the opportunity was different—more about quality of life that comes when you’re passionate about what you do, versus the concern of people’s perception.
The lesson? I learned early that my 5’4” self was never going to be tall like Michelle, and it would take this lifetime and another to sing like Whitney. It’s too tiring trying to move to the pace of someone else’s shadow. But, what I could do, was stick to what works for me – even if that meant making mistakes and having no one else to blame. I like thinking clearly; so, I block out information-overload that clouds my judgment, or taints me with cynicism. When I get off track, I look to my younger, bold self to bring me back. She always reminds me to do what works for me. And, that’s what I do.
Rashada Whitehead was today named CEO of Flowers Communications Group. Find out more here.
In college, I was an overachiever: resident assistant, vice president of the Advertising Club, member of PRSSA…I tried to do it all.
Partly, because it is my character to be very active in the communities that I am a part of; and partly, because of the emphasis on being the best you can be, that DePaul University instilled in me. I knew that I had to be more than ordinary and go above and beyond, which also meant getting professional experience before I graduated.
I applied for internships, and although Flowers Communications Group was not my first internship, it was definitely the most memorable. I wanted to focus on multicultural communications, so my research led me to Flowers and its approach to providing quality, unique services for clients whose names and brands resonated with me.
I soon fell in love with Flowers, and contacted the HR Department – primarily, just to initiate networking opportunities and get to know more about the agency. College students should remember that it never hurts to network; believe it or not, you’re probably doing more networking that you realize. If done right, networking can lead to internships, which is what happened for me at Flowers.
My internship was unforgettable and very valuable. It not only prepared me for subsequent internships, but it also exposed me to many aspects of public relations, and allowed me to make connections with people who would later remember me and my work, and contact me for full-time opportunities. Today, I’m a proud account executive at Flowers, working on a national retail account.
So, it is true: hard work definitely pays off. But, internships can put you way ahead of the game.
For information on internship opportunities, email us at careers@flowerscomm.com.
Nathaly Gamino is an Account Executive at Flowers Communications Group.
Brands and celebrities. It’s the new black. We’ve seen it done right…and, not so right. As this integration becomes commonplace, the age-old discussion continues around brand partnerships with celebrities: when do or don’t they make sense? Let’s keep it 100 – sometimes they leave us scratching our heads, asking “who gave this the green light?”
On March 1st at Fig & Olive in West Hollywood, superstar Nicki Minaj gave a sneak peek at her collaboration with Kmart and SHOP YOUR WAY, during a private media event.
I recently was with a group of women in communications. We talked about what it takes to make it in this business. What’s in the secret sauce? There was discussion around women leaders, and what happens behind the scenes for us to effectively serve our roles.
In college, I was an overachiever: resident assistant, vice president of the Advertising Club, member of 
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