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CelebrityCampaigns " O N E O F ASIA’ S L E A D IN G CE L E B R IT Y

SOURCIN G AGE N CIES”

03 04 F O R B ES , F E B . 2 01 6

What is Bookmark Entertainment?

INTERVIEW: THE CHALLENGES OF CELEBRITY ENDORSEMENT IN ASIAN MARKETS

S TUDY: INTERNATIONAL VS CHINESE CELEBRITIES IN ADVERTISING

31

Introduction

03

Exclusive Interview

04

03

What We Can Do For… Advertising Agencies

06

PR Agencies

07

Event Production Companies

08

Brands & Corporations

09

Film Production Companies

10

Tech Companies & Startups

11

Hotels & Casinos

12

Concert Promoters

13

Interview with Emilia Clarke

14

Portfolio

16

Cover Story

31

Interview with Gal Gadot

34

Reach Out

36 2

INTRODUCTION

16

PORTFOLIO

31

COVER STORY

INTRODUCTION BOOKMARK ENTERTAINMENT CREATES EFFECTIVE CONNECTIONS BETWEEN THE ENTERTAINMENT INDUSTRY AND BUSINESSES WORLDWIDE, THROUGH:

 ENDORSEMENTS

 LIVE

 ADVERTISING

 MUSIC

 PR

CAMPAIGNS

APPEARANCES

ENTERTAINMENT RIGHTS PROCUREMENT

 PRODUCT  SOCIAL

PLACEMENT

MEDIA & MORE…

The road to securing celebrity talent

agency paves the way to bringing

for

companies and celebrities together.

product

endorsements,

public

appearances, and effective product exposure can be filled with potholes

The agency, so it seems, takes the

and unexpected detours if you don’t

guesswork out of sourcing the right

know the rules of the road.

talent for the job and then guides their client company every step of

Fortunately, there is a group of

the way. Whether a company wants

professionals who are dedicated to

a full blown advertising campaign, a

navigating companies and celebrities

few promotional tweets, a celebrity

through the twists and turns of

appearance or a live performance,

negotiating deals which are mutually

Bookmark takes care of every detail.

beneficial and just make sense for No matter how simple or extensive

both parties.

Bookmark Entertainment, named “one of Asia’s leading celebrity sourcing agencies” by Forbes -

client’s needs are, the 25 years combined experience, relationships, and

leverage

that

Bookmark’s

founders bring to the negotiation

gave us the scoop on how celebrity

table - are crucial to finding the right

branding works, what talent deals

talent to fit the needs and budget of

they’ve put together, and how the

the agency’s clients.

3

EXCLUSIVE INTERVIEW

THE CHALLENGES OF CELEBRITY ENDORSEMENT IN ASIAN MARKETS – HOW THE RIGHT TALENT PROCUREMENT AGENCY CAN MAKE ALL THE DIFFERENCE

S

worth

additional, popular function includes engaging

clear differentiation, global appeal as well as

every bit of sweat that

a celebrity to attend an event, which obviously

increase credibility in a matter of months”.

goes into closing them. In

has a big impact on the PR efforts, and can turn

Recently, the company has developed a keen

1996, Tiger Woods, now

a boring launch party to something everyone is

interest in the emerging markets in Asia, but

the world’s foremost golf

speaking about. Other functions may include

not only because the opportunities these

professional, then a rising

securing a show by a performing-talent, or

growing economies provide. The draw is also in

young star, signs a 5-year,

a speaking engagement by a well-known

the unique challenges they present:

$40 million endorsement deal with Nike Golf.

politician or entrepreneur for your corporate or

Four years and $50 million dollars of profit for

public event. More recently, certain celebrities

“We anticipate this demand to grow in the

Nike Golf later, Woods renegotiates his contract

have become more open to social media

foreseen future not only due to the globalization

and gets $105 million for a 5-year extension.

endorsement, such as sponsored tweets and

of Asian brands but also since it seems that

The endorsement continues further than

promoted Facebook posts, as well as joint

celebrity endorsement has become so popular

that. According to the findings of a research

ventures which include capital investment or

in countries such as China that overlapping

published in Marketing Science, as a result of

long-term branding engagements.

shilling is causing mass confusion”, Schenker

ome

deals

are

explains. “The paradox of this is that the hot

Woods' endorsement, Nike made an additional profit of $103 million directly out of millions of

Jonathan Schenker, a veteran in the field of

celebrity of the moment can be engaged

golf balls sold between 2000 and 2010.

celebrity-talent sourcing and one of three

into numerous, simultaneous endorsements,

founding-members of Bookmark Entertainment,

which appears to have muddled the message

50 Cent, through heavy involvement with the

a talent procurement agency whose recent

and confuse consumers. The end-result is a

brand and the company, managed to help

experience includes working with Hollywood

marketplace so flooded with the same familiar

Vitamin

get

biggest talents, including Justin Timberlake,

faces that, at the end of the day, it leaves

enough momentum for the company to be

Rihanna, Lady Gaga, Mariah Carey and Kanye

consumers unable to recall which brand is

noticed by Coca-Cola. The giant bought Glaceau

West - believes that companies in the emerging

endorsed by which celebrity”.

for $4.1 billion. In India, the Bollywood superstar

economies in Asia might be ground zero of the

Amir Khan’s endorsement deal with Titan

next boom of celebrity endorsement.

Water

manufacturer

Glaceau

The overlapping celebrity endorsements in China Schenker mentions have been well

Watches helped the company achieve a growth “The number of Asian brands taking their

publicized. Jolin Cai, a singer and actress, is

business internationally is growing on monthly

famous for endorsing 14 brands in the same

established

basis, resulting in the need for either a complete

time, including Levis and McDonalds. Another

advertising practice, and it works all over the

rebrand or adaptation into the global, western

example is Liu Xiang, a hurdler with much

world. The power of someone who sells millions

marketplace”, Schenker says, and adds that

star capital in China, who has made enough

of albums, or whose face is seen on big screens

“celebrity endorsement is one of the most

endorsements to make a top 10 list of them.

by millions of people, cannot be denied. An

efficient marketing when it comes to creating

However, overusing the most popular face

of 52% in value, and 45% in volume sales.

Celebrity

endorsement

is

an

4

of the moment is not the only obstacle

made following a clear, objective assessment

the processes of negotiation and realization

companies form emerging markets might face

of the specific situation.”

is welcome. Good communication is of the outmost importance. The willingness of a

when getting into celebrity endorsement. and

talent procurement agency to go the extra mile

The road to finding a suitable celebrity for

corporations on the emerging markets might

is close behind. Just how long this extra mile

a brand or a corporation is never without

have to work extensively to build the contacts

can be, Schenker explains:

peril, especially in the age of social media

necessary to make things happen, which

where information is spread at astonishing

is where established talent procurement

“We accompany clients throughout the deal

speed. There is always the chance that

agencies get to make all the difference.

process and take care of the entire operation

celebrity’s behavior or lifestyle might put a

However, the value of these agencies stretches

surrounding the production of the relevant

dent on the reputation of the brand they are

beyond simply having the right contacts. Their

materials. We liaise with the talent’s team over

indorsing. Michael Phelps was dropped by

expertise extends to understanding the range

the approval process, assist client with drafting

Kellogg after his private pictures stirred up a

of advertising activities for which celebrities

the right commercial agreement, arranging

controversy. Christian Dior had to remove all

can be used. According to Schenker, budget

the logistics of talent’s arrival to the set,

of its advertisements featuring Sharon Stone

isn’t the primary limiting factor in celebrity

including flights and hospitality and guiding

from the Chinese market in 2008 after the

usability, which goes well beyond hiring them

the production company, director and other

actress reacted to a catastrophic earthquake

as spokespersons. It’s the creativity, or lack

crew members as to how the celebrity expects

with much insensitivity. According to Schenker,

thereof, which imposes the major obstacles.

things to be handled”.

important factor of any endorsement deal, and

Because celebrity endorsement deals can

It is certain that star power can be used to

mistakes can easily be made if decisions aren’t

get expensive, every bit of care added into

change or influence people and raise brand

To

get

to

Western

talent,

brands

“choosing the right talent is the single most

awareness. It is also certain that companies on the emerging Asian markets have yet to become as effective at it as the companies in the United States or Europe. It all comes down to making the deals that are worth the sweat.

And using talent procurement agencies might be the best way to do it because, as Jonathan Schenker says, “when we pick up the phone and present an opportunity, the other side listens and typically does everything within his/ her power to make the deal happen”.

5

WHAT CAN BOOKMARK DO FOR ADVERTISING / DIGITAL AGENCIES

SOCIAL MEDIA

ENDORSEMENTS The agency matches clients with the

Clients of all sizes enlist Bookmark

right celebrity talent, whose public

Entertainment to procure the services

image projects the client’s message

of celebrities for the promotion of

to the intended audience through a

their products through social media.

variety of advertising venues. Services

Interaction and behavioral trends are

are followed through from the financial

then tracked and reported to gauge the

and legal details to hospitality and

impact of the social media promotions.

production concerns.

PRODUCT PLACEMENT The

agency

placement

agency

secures

product for

Bookmark

Entertainment’s

unlimited

films,

access to celebrity talent provides a

television shows, video games and

wide variety of choices for the gaming

music videos, providing high visibility

industry and other businesses in the

and extensive exposure for all types

digital industry with the desire to use the

of products through a variety of on-

visual likeness or voices of celebrities in

screen, mass media outlets.

their products.

CELEBRITY OUTREACH

PERSONAL APPEARANCE The

negotiates

agreements

LIKENESS LICENSING

MUSIC LICENSING

celebrity

The agency brokers agreements with

The

talent for effective public relations

high visibility celebrities to publicly

agreements on behalf of clients, to use

efforts including PR appearances,

wear or use client’s products, garnering

popular music in TV advertisements,

speaking engagements, store opening,

extensive publicity for the products as

online video commercials or within

launch events and other publicity

the celebrity use of them is noted by

products - for a variety of industries.

opportunities which generate active

social and mass media reporters.

conversations about client companies and their products.

6

agency

negotiates

licensing

WHAT CAN BOOKMARK DO FOR PUBLIC RELATIONS AGENCIES

SOCIAL MEDIA

ENDORSEMENTS The agency matches clients with the

Clients of all sizes enlist Bookmark

right celebrity talent, whose public

Entertainment to procure the services

image projects the client’s message

of celebrities for the promotion of

to the intended audience through a

their products through social media.

variety of advertising venues. Services

Interaction and behavioral trends are

are followed through from the financial

then tracked and reported to gauge the

and legal details to hospitality and

impact of the social media promotions.

production concerns.

CELEBRITY OUTREACH The agency brokers agreements with high visibility celebrities to publicly wear or use client’s products, garnering extensive publicity for the products as the celebrity use of them is noted by social and mass media reporters.

7

WHAT CAN BOOKMARK DO FOR EVENT PRODUCTION COMPANIES

PRIVATE & CORPORATE EVENTS

PERSONAL APPEARANCE

The agency has extensive experience

The agency secures celebrity talent

and a limitless catalog of talent,

for effective public relations efforts

appropriate for corporate and private

including PR appearances, speaking

events requiring a celebrity attendance

engagements, store opening, launch

or performance. In addition to providing

events, fashion shows and other

talent, Bookmark employees a veteran

publicity opportunities which generate

production team which is available

active

to handle all up-to-stage production

companies and their products.

needs if and as required.

PUBLIC CONCERTS Venues, festivals and independent promoters

contract

Bookmark

to

secure live performances and capitalize on touring opportunities in their region.

The agency supplies, as required, upto-stage production and marketing support - enabling clients to focus on ticket sales and distribution.

8

conversations

about

client

WHAT CAN BOOKMARK DO FOR BRANDS & CORPORATIONS

PRODUCT PLACEMENT

ENDORSEMENTS

LIKENESS LICENSING

The agency matches clients with the

The agency negotiates product

Bookmark Entertainment’s unlimited

right celebrity talent, whose public

placement agreements for films,

access to celebrity talent provides a

image projects the client’s message

television shows, video games and

wide variety of choices for the gaming

to the intended audience through a

music videos, providing high visibility

industry and other businesses in

variety of advertising venues. Services

and extensive exposure for all types

the digital industry with the desire to

are followed through from the financial

of products through a variety of on-

use the visual likeness or voices of

and legal details to hospitality and

screen, mass media outlets.

celebrities in their products.

production concerns.

PERSONAL APPEARANCE

MUSIC LICENSING

The agency secures celebrity talent for

Bookmark Entertainment’s unlimited

effective public relations efforts including

access to celebrity talent provides a

PR appearances, speaking engagements,

wide variety of choices for the gaming

store opening, launch events and other

industry and other businesses in the

publicity opportunities which generate

digital industry with the desire to

active

use the visual likeness or voices of

conversations

about

client

companies and their products.

SOCIAL MEDIA

celebrities in their products.

CELEBRITY OUTREACH

BRAND PARTNERSHIPS

Clients of all sizes enlist Bookmark

The agency brokers agreements with

Bookmark negotiates partnerships

Entertainment to procure the services

high visibility celebrities to publicly wear

between entertainers or other celebrities

of celebrities for the promotion of

or use client’s products, garnering

and companies wishing to attach the

their products through social media.

extensive publicity for the products

name or likeness of a public figure with a

Interaction and behavioral trends are

as the celebrity use of them is noted

shared audience to their product (such

then tracked and reported to gauge the

by social and mass media reporters.

as perfume, clothing line, make-up), for instant product recognition.

impact of the social media promotions.

9

WHAT CAN BOOKMARK DO FOR FILM PRODUCTION COMPANIES

CASTING The agency sources and procures various types of talent for projects undertaken by the film industry, including acting, music scoring and performance, cinematography, special effects and directing for independent and major filmmakers.

10

WHAT CAN BOOKMARK DO FOR TECH COMPANIES & STARTUPS

SOCIAL MEDIA

LIKENESS LICENSING

Clients of all sizes enlist Bookmark

Bookmark Entertainment’s unlimited

Entertainment to procure the services

access to celebrity talent provides a

of celebrities for the promotion of

wide variety of choices for the gaming

their products through social media.

industry and other businesses in

Interaction and behavioral trends are

the digital industry with the desire to

then tracked and reported to gauge the

use the visual likeness or voices of

impact of the social media promotions.

celebrities in their products.

PRODUCT PLACEMENT

ENDORSEMENTS The agency matches clients with the

The

right celebrity talent, whose public

placement

agency

negotiates

image projects the client’s message

television shows, video games and

to the intended audience through a

music videos, providing high visibility

variety of advertising venues. Services

and extensive exposure for all types

are followed through from the financial

of products through a variety of on-

and legal details to hospitality and

screen, mass media outlets.

agreements

product for

films,

production concerns.”

CELEBRITY OUTREACH

BRAND PARTNERSHIPS

The agency brokers agreements with

Bookmark negotiates partnerships

high visibility celebrities to publicly wear or

between entertainers or other celebrities

use client’s products, garnering extensive

and companies wishing to attach the

publicity for the products as the celebrity

name or likeness of a public figure with a

use of them is noted by social and mass

shared audience to their product (such

media reporters.

as perfume, clothing line, make-up), for instant product recognition.

11

WHAT CAN BOOKMARK DO FOR HOTELS & CASINOS

PRIVATE & CORPORATE EVENTS The agency has extensive experience and a limitless catalog of talent, appropriate for corporate and private events requiring a celebrity attendance or performance. In addition to providing talent, Bookmark employees a veteran production team which is available to handle all up-to-stage production needs if and as required.

PUBLIC CONCERTS

ENDORSEMENTS

The agency matches clients with the

Venues, festivals and independent

right celebrity talent, whose public

promoters contract Bookmark to secure

image projects the client’s message

live performances and capitalize on

to the intended audience through a

touring opportunities in their region.

variety of advertising venues. Services

The agency supplies, as required, up-

are followed through from the financial

to-stage production and marketing

and legal details to hospitality and

support - enabling clients to focus on

production concerns.�

ticket sales and distribution.

12

WHAT CAN BOOKMARK DO FOR CONCERT PROMOTERS

PUBLIC CONCERTS Venues, festivals and independent promoters contract Bookmark to secure live performances and capitalize on touring opportunities in their region.

The agency supplies, as required, upto-stage production and marketing support - enabling clients to focus on ticket sales and distribution.

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‘GAME OF THRONES’ STAR EMILIA CLARKE CALLS SEASON 6 ‘THE BIGGEST, BADDEST YET’ CREDIT TO: DEBRA BIRNBAUM, EXECUTIVE EDITOR – TV, VARIETY

T

he

last

time

we

saw

happen?” We’ve all known and now we don’t

someone, for one character or another. They are

at

know what’s going to go on. From day one

on set making sure that you’re okay, making sure

the end of Season 5 of

[showrunners Dan Weiss and David Benioff]

that everything is cool, cracking jokes, keeping

“Game of Thrones,” things

make everyone feel confident. They keep

the environment relaxed and fun… because

didn’t look good for the

things from us in a good way. I can be like,

they keep killing everyone. In the current script

Queen of Meereen: she

“Guys, let’s go for a drink.” Three drinks in, I’ll

you’re reading, you make friends and they die.

was being overtaken by a

be like, “So, does Daenerys die or does she

Then you make friends, and they die.

horde of Dothraki. Now, on the cusp of the

win?” They don’t want to tell me. They’ll joke

April 24 premiere of the HBO masterpiece’s

about it but they won’t ever tell you. There’s

Dan and Dave are my closest mates on set.

sixth season, Emilia Clarke offers a few cryptic

a beautiful thing about them really kind of

I totally consider them my friends. They are

hints about what’s in store.

making sure that the actor’s getting what

always trying to set me up with someone.

they need and not knowing too much.

It’s the funniest thing. I’m always like, “Can we

Daenerys

Targaryen

What’s in store for Daenerys this season?

talk about the characters?” And they’re like,

Oh, a lot’s happened this next season! Every

Coming into this season, there was even more

“We’ve got this new guy for you. We think he’d

season’s really difficult as to the anticipation

of that. It’s kind of exciting. The whole cast gets

be really good for you.” It’s just magic, working

of what’s going to come out. I say this every

sent the scripts ahead of filming, so let’s say

with them. They’re so full of life and funny. You

season, but I mean it more than ever this

we start filming in June. At the end of May, we’ll

see it in the writing. You have to be incredibly

time, this is the biggest thing. I’m going to be

all get the script. We’re all texting each other

intelligent to be that funny.

surprised if people’s televisions don’t explode,

saying, “Oh my God.” There’s a big moment

like actually explode or computers have to be

when you get your script. This season was epic

I think there’s just that secret rule at “Game

pushed aside. It’s huge, it’s ridiculously huge. I

with that one. Everyone was much more like,

of Thrones” that’s the No Asshole Rule. I don’t

remember reading the scripts and being like,

“What is going to happen?” It just means that

know how they’ve done it, but there aren’t

“So, everything we’ve ever managed to do

there’s even more fairy dust in the air.

any assholes who work on our show. There just aren’t any in any department, in any cast.

in one entire season, we’re like doubling and putting into Season 6?” It’s astonishing. It’s

I think they’ve done pretty well so far with

You have to be this nice, cool, funny, intelligent

really, truly astonishing how much work has

the books, so I’m confident that the people,

person to work on the show. I think they set

been done out of one season. It’s the biggest,

the fans aren’t going to be disappointed,

the precedent because it happens from the

baddest season so far, for sure.

that much is certain.

top down. They set the tone for everyone, even if you wanted to be an asshole. You just

How did it feel going into this season

What’s your relationship with them on set?

where there are no more books to follow?

They are one of the few continuous presences

Did it feel different for you as an actor?

on set. They are literally there every day. Every

How do you work with them if you have a

I think everyone was like, “What’s going to

day that they can be there, they are there for

question about a scene or a line?

14

couldn’t. It wouldn’t be allowed.

That’s the joy as well. When you have such a

the heart of it needs to be two best friends,

can’t tell you.” That’s what it is.

good relationship with them straight off, where

having the time of their lives, writing a show

What did the Emmy win mean to you?

you can be cracking a joke or talking about

that people love to watch. That’s how it has to

It meant everything, but I’ll tell you what.

your dating life, then within a second, they turn

be for it to be as epic as it is. It’s very un-epic on

The one Emmy that I wanted for us more

into awesome professionals with an absolute

set, which is what you want on a set. You don’t

than anything, I’ve been saying it for so

answer that makes you feel involved, makes me

want drama, even if you are creating it.

long, is writing. They are so skilled and they take this subject matter and they make it so

feel a part of the collaborative process. They are really being so true to the characters in the

Does the pressure feel more heightened

beautiful, and so complex, and so relatable,

book, but they are also being so true to the

going into this season given that it’s

and so current. You know when you see

actress that I am. It doesn’t feel like someone’s

off book, given that you just won the

something that’s so good, you can’t see the

just written something and handed it to you.

Emmy and then given all the attention

complexity in how difficult it is to make it that

You feel a part of the process. They have this

about Jon Snow?

good, because it looks so easy? Sometimes I

thing where they’re not precious about it.

I think there is a lot more pressure going into

think that’s what happens with their writing.

this season, for sure. When we were actually

I think people can underestimate its power.

They write so well. They have absolutely spoiled

following the books, there’s a big thing about,

That was the one I was most happy for, to

me rotten for reading any other kind of script

“Did they leave anything out? Did we leave

see their little faces, finally… It’s just so well

because they’re so good at what they do. You

anything out? Did we do it well? Is that what

deserved. Good things happening to good

get spoiled. You don’t get to read that caliber

you thought we wanted to do?” When you’re

people is a good thing.

of writing all the time, reading other scripts.

dealing with a book, you’re dealing with people’s

It’s so sweet because they always crack each

imaginations. There’s no hope, shot in hell that

How much longer do you want to see

other up. They’re best mates, and you feel it.

you will ever, taking a book to screen, going to

the show go on?

They really like each other and we all really love

make everyone happy. How could you compete

I would like to see it go on as long as it’s

them. When you’re doing the biggest battles

with 5 million different people’s imaginations?

needed. I think that’s something they’re very

on television, and killing people and blood

Every season has this much intensity.

aware of and we are all are very aware of, is to finish on a high and to do the story justice,

and guts and boobs and fires and dragons, The Jon Snow aspect of it all, people are

which isn’t doing a million of them. It’s doing

always asking what’s going to happen with

just the right amount to keep people happy

the next season. I’m always like, “I can’t tell

and satisfied, but not like, “Eh, we can watch

you because a sniper will come out of the

something else now.” Every story has a

bushes and shoot me down if I even try.”

beginning, a middle and an end, and so does

Which means that this season is about to get

“Game of Thrones.” I don’t know when our end

more intense. You’re like, “No way, I’ll get fired. I

will be, but it won’t be ten years from now.

15

PORTFOLIO WITH OVER 25 YEARS OF COMBINED EXPERIENCE, BOOKMARK’S FOUNDING PARTNERS HAVE BEEN IN THE FOREFRONT OF THE ENTERTAINMENT INDUSTRY, WORKING WITH THE WORLD’S LEADING CELEBRITY TALENT. HILARY SWANK / SELECT PROPERTY Secured the services of Hilary Swank to attend the launch of Dubai’s Aquitania in London.

RICHARD GERE / VISA

KANYE WEST / PUBLIC CONCERT

Secured the services of Richard Gere to star in the brand’s TVC for the Indian market. (*)

Secured the performance of Kanye West for his biggest public concert in the Middle East.

* YOUR ATTENTION IS DRAWN TO THE DISCLAIMER AT THE BOTTOM OF PAGE 040, WHICH APPLIES TO THE CONTENT IN THIS SECTION

JENNIFER LOPEZ / PRIVATE EVENT

PARIS HILTON / DEVASSA BEER Secured the services of Paris Hilton as a Spokesperson for Brazil’s leading beer brand. (*)

Secured the performance of Jennifer Lopez for a private performance in France.

PAUL MCCARTNEY / PUBLIC CONCERT Secured the performance of Paul McCartney for his biggest public concert in the Middle East.

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PORTFOLIO MADONNA / MOTOROLA

TOM JONES / PRIVATE EVENT

Secured the services of Madonna to star in the global Motorola Rokr E1 TVC. (*)

Secured the performance of Tom Jones for a private performance in Russia.

LANA DEL REY / PUBLIC CONCERT Secured the performance of Lana Del Rey for her biggest public concert in the Middle East.

EROS RAMAZZATI / PRIVATE EVENTY Secured the performance of Eros Ramazzotti for a private performance in Greece.

MARIAH CAREY / PUBLIC CONCERT

NEOMI WATTS / NAKHEEL Secured the services of Neomi Watts to attend the launch gala of Dubai’s Trump Tower. (*)

Secured the performance of Mariah Carey for her biggest public concert in the Middle East.

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020

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PORTFOLIO KELSEY GRAMMER / DR. PEPPER Secured the services of Kelsey Gramer to star in the brand’s TVC for the US market. (*)

CYNDI LAUPER / PUBLIC CONCERT

THE KILLERS / PUBLIC CONCERT Secured the performance of The Killer for their scheduled public concert in the Middle East.

Secured the performance of Cyndi Lauper for her first public concert in the Middle East.

DEEP PURPLE / PUBLIC CONCERT

PAMELA ANDERSON / CAESAR’S PALACE

Secured the performance of Deep Purple for their latest public concert in the Middle East.

Secured the services of Pamela Anderson to celebrate her birthday at the hotel’s club. (*)

CATHERINE ZETA-JONES / VISA Secured the services of Catherine Zeta-Jones to star in the brand’s TVC for the Asian market. (*)

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PORTFOLIO MARCIA CROSS / MOTT’S

KELLY ROWLAND / CORPORATE EVENT

Secured the services of Marcia Cross as a Spokesperson for the favorite Apple Juice brand. (*)

Secured a performance by Kelly Rowland at Select’s Aquitania launch gala in London.

HEIDI KLUM / NAKHEEL Secured the services of Heidi Klum to attend the launch gala of Dubai’s Trump Tower. (*)

LINDSAY LOHAN / NIGHTCLUB TOUR Secured the services of Lindsay Lohan to attend London’s leading nightclubs & bars.

ALANIS MORISSETTE / PUBLIC CONCERT

GWEN STEFANI / AT&T Secured a partnership with Gwen Stefani to launch a ringtone exclusively through AT&T. (*)

Secured the performance of Alanis Morissette for her biggest public concert in the Middle East.

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PORTFOLIO LARA FABIAN / PRIVATE EVENT Secured the performance of Lara Fabian for a private performance in Russia.

SHARON STONE / SWEDISH HOS

PRINCE / CORPORATE EVENT

Secured the services of Sharon Stone as a Spokesperson for the leading Swedish brand. (*)

Secured the performance of Prince for a corporate event in Russia. (*)

JUSTIN TIMBERLAKE / PUBLIC CONCERT

JESSE METCALFE / NIGHTCLUB TOUR

Secured the performance of Justin Timberlake for his biggest public concert in the Middle East.

Secured the services of Jesse Metcalfe to attend London’s leading nightclubs & bars.

JOHN MAYER / CORPORATE EVENT Secured the performance of John Mayer for a corporate event in Hong Kong. (*)

* Some of the works shown in the portfolio section above (such works being marked with a “*” symbol), were brokered by Peter Schafer, founding partner of Bookmark Entertainment, while working as an employee of another US-based entertainment-marketing firm (“PRE”). Mr. Schafer considers the relevant works to largely be a result of his personal work, however, as is always the case of working in a collaborative environment, he cannot take all credit for these. Should you have any questions about specific portfolio items, please do not hesitate to let us know.”

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COVER STORY

THE ADVANTAGE OF ENGAGING INTERNATIONAL OVER LOCAL CELEBRITIES IN ASIA INCREASING THE SHARE OF INTERNATIONAL CELEBRITIES IN MARKETING ACTIVITY THROUGHOUT ASIA, AND ADOPTING SOME OF THE PRACTICES EXHIBITED IN WESTERN ADVERTISING MARKETS - MIGHT BE THE KEY TO REDUCING THE DAMAGE CAUSED BY CELEBRITY OVEREXPOSURE IN THE ASIAN MARKETS.

C

elebrity

endorsement

 Existing Issues with Celebrity En-

in Asia is dominated by

dorsements

local or national stars.

If there’s one thing that’s a common theme in

According to data from

advertising in Asian countries, besides the low

Millward Brown, the Asian

rate at which international stars are used, it

country which uses the

would be the small number of local or national

most international celeb-

stars that have a large number of endorse-

rities for product endorsement is China, where

ments. In India, M. S. Dhoni and Shahrukh Khan

34% of celebrities used for endorsements are

are considered to be the kings of brand en-

international. China is followed by India with

dorsements, with over 20 products endorsed

A research done by China Market Research

18%, Indonesia with 16%, South Korea with 15%,

by each. In South Korea, the K-pop girl group

Group has shown that a large number of en-

Japan with 13%, and Thailand with only 8%. In

Girls Generation appeared in 25 TV commer-

dorsements done by the athlete have made

the world’s biggest “western” economies, how-

cials in 2010. In China, Liu Xiang, an athlete, has

it hard for the consumers to identify which brand

ever, these numbers look somewhat different

been a much sought-after endorser, so much

is being advertised when they see him in an ad,

– Russian brands use international stars for

so that his income has gone from 1.6 million

with Nike being the only brand consumers had no

47% of endorsements, Brazil for 36%, and the

yuan in 2004 to a whopping 163.2 million yuan

trouble connecting with Xiang. It was not surpris-

United Kingdom and the United States, which

only four years later. And there’s Jackie Chan,

ing to see that the same research has found that

are the countries where arguably the most

a Chinese national star gone international,

less than 20% of consumers would be influenced

international stars come from, use them 49%

who has done an estimated two dozens of

to buy a product by Xiang’s endorsements unless

and 51% of the time, respectively.

endorsements in China.

that product was bearing Nike’s logo.

Jonathan Schenker, CEO of Bookmark Enter-

This situation causes a number of problems,

 Overexposure in Native Markets

tainment, a talent sourcing agency with a long

as explained by Schenker: “The paradox of this

This is only one of the effects of celebrity

history, recently named “One of Asia’s Leading

is that the hot celebrity of the moment can

overexposure in ad campaigns. Studies have

Celebrity-Sourcing Agencies” by Forbes - be-

be engaged into numerous, simultaneous en-

shown that, over a large number of endorse-

lieves that even these numbers, small as they

dorsements, which appears to have muddled

ments, the celebrity becomes less trustworthy,

might be, are a great indication of the future

the message and confuse consumers. The

which both affects the celebrity’s performance

to come. “Throughout the last few years, Asian

end-result is a marketplace so flooded with

as a brand endorser and its own marketability.

brands have become more open to procuring

the same familiar faces that, at the end of the

In countries that have a limited pool of celebri-

foreign, international talent to endorse their

day, it leaves consumers unable to recall which

ties, and which have established practices of

products both nationally and internationally.

brand is endorsed by which celebrity”. And the

businesses investing their money to get the

We anticipate this demand to grow in the fore-

athlete Liu Xiang can serve as the perfect ex-

hottest celebrity of the moment to endorse

seen future”, says Schenker.

ample for this.

their products and services, this is bound to

31

happen. In such circumstances, widening the

Entertainment in 2014, and George Clooney’s

inclined to deal with local talent might have a

pool of celebrities might be beneficial as it

Nespresso advertisements can be seen ev-

hard time dealing with the management of

would diversify the landscape and address

erywhere except in the United States. Bloom

international celebrities due to lack of experi-

the issues that come from overexposure. Look-

and Clooney are only two examples of inter-

ence. This is where agencies such as Book-

ing beyond the borders of one’s own country

national celebrities that are well aware of the

mark Entertainment come in and, according to

would be a good way of doing it. Besides, in-

pitfalls of overexposure and how venturing

Schenker, make a real difference:

ternational companies that already operate in

into other markets might help them control

the Asian markets are already doing it.

their marketability while in the same time

“90% of the world’s leading celebrities are all

allowing them additional income. For busi-

represented by a small number of firms, with

A number of high-profile international stars

nesses in Asia, however, this signals two

whom we have a long-standing relationship

are already present in the Asian markets as

things international celebrities are more than

and a deal-history spanning over 15 years,

brand endorsers. In fact, some take it on not

interested in advertising products in foreign

worth tens of millions of dollars. Furthermore,

only as a way to supplement their income

markets, and they are sufficiently business-

there is a science behind understanding which

but also as a way to avoid becoming overex-

savvy to know where the boundaries be-

individual is the decision-maker on the talent’s

posed on their native market. Orlando Bloom,

tween good measure and overdoing it are.

team; sometimes it’s the agent, other it’s the attorney or the talent’s mother, our experience

for example, advertises Manuka Bee (an international cosmetic brand) in the Chinese

The problem that could arise here is that Asian

and access ensures that the opportunity gets

market only, a deal brokered by Bookmark

companies which have been traditionally more

to the right person, in the right manner.”

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 Pushing the Consumers’ Buttons

For an increasing number of Asian brands, the

The effectiveness of a celebrity as an en-

In some Asian markets, like Singapore, interna-

results of these studies are not news. Especially

dorser is something that’s best evaluated

tional stars are the preferred brand endorser.

for the brands that are trying to become interna-

from case to case, as it depends not only

A survey which was conducted by the National

tional. “The number of Asian brands taking their

on the star but also on the brand and the

University of Singapore confirmed this, with

business internationally is growing on a monthly

campaign. Still, for the Asian markets that

around 50% of people interviewed in the sur-

basis, resulting in the need for either a complete

are traditionally more inclined to use local

vey stating that an ad can be successful only

rebrand or adaptation into the global, western

celebrities for endorsements, international

if there’s an international star in it, and around

marketplace”, Schenker explains. “Celebrity en-

celebrities do come with some advantages,

one-third of interviewees believing that local

dorsement is one of the most efficient marketing

even when the possible higher costs of

stars are not effective endorsers.

strategies when it comes to creating clear dif-

their services are counted in. For one, they

ferentiation, global appeal as well as increase

are available for endorsement deals, so

credibility in a matter of months”.

anyone who’s thinking it might be hard to

Furthermore, a study published in the Interna-

book an American movie star to endorse a

tional Proceedings of Economics Development and Research has found that, when it comes

Samsung has teamed up with Jay-Z, and Lenovo

product in Asia should know the process is

to athletes endorsing brands in Singapore, in-

with Kobe Bryant and Ashton Kutcher, to enforce

much smoother when managed by experts

ternational athletes have more influence over

their brands’ international appeal. Micromax, a tech

such as Jonathan Schenker and the rest

the decision-making process of the consumers

company from India, has enlisted Hugh Jackman

of Bookmark Entertainment’s team. Also,

that their local colleagues, making them more

as their product ambassador. It goes well beyond

international stars are less likely to be over-

effective endorsers than local athletes.

the tech industry as well. You can see in the fash-

exposed in Asian markets, which have the

ion and retail industry - Dakota and Elle Fanning

potential to increase brand recognition and

endorsed J. Estina, Miranda Kerr endorsed Emoda,

purchase intention if they are used. And in

Kamiseta used Natalie Portman, Kate Hudson and

some markets, like in Singapore, internation-

Katie Holmes in its ads. While this doesn’t mean

al stars are actually the preferred endors-

that international stars are better than local stars,

ers, according to consumers themselves. All

it does speak about the power they have due to

of this adds up to international celebrities

their international stardom, the power which they

being at least as good of a choice for en-

can lend to the brands they endorse.

dorsement as local ones, if not better.

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‘WONDER WOMAN’ GAL GADOT ON HER LOVE FOR THE SUPERHERO: ‘SHE’S THE PERFECT WOMAN’ CREDIT: JANELLE RILEY, DEPUTY AWARDS AND FEATURES EDITOR, VARIETY

A former Miss Israel who spent two years

and independent but sophisticated and

in the army before breaking into modeling,

with such emotional intelligence. She’s the

Gal Gadot was studying law when a casting

perfect woman.

director spotted her, leading to roles in such films as “Fast & Furious” and the upcoming

What was the process like in landing

“Criminal.” She’s now lighting up screens as

the role?

Wonder Woman in “Batman v Superman: Dawn

It was super intensive, nerve-racking — a long

of Justice,” and filming the “Wonder Woman”

roller coaster. Everything began when I was in

movie with director Patty Jenkins.

Los Angeles, and WB wanted me to audition for something, but they wouldn’t say what

Growing up in Israel, were you familiar

it was. I did an audition with Zack Snyder,

Are you prepared for how your life is

with the Wonder Woman character?

so I had an idea it might be the Superman

going to change or are you in denial?

I wasn’t a big fan of comics, but I knew of

movie. I went home and got a call from my

(Laughs) I’m in denial.

her. I was too young when the Lynda Carter

agent saying they wanted to test me with

show was on, but I always knew who [Wonder

Ben [Affleck]. It was finally Zack who called me

Did you ask your co-stars for any advice?

Woman] was; she’s like a household name. It’s

and said, “Have you ever heard of Wonder

No. I only asked Ben about traveling. Do you

like knowing who Superman is.

Woman?” I went dead for about five seconds.

travel commercial or private? How does it

When I came back to life, I tried to play it cool.

work?

So when you landed the role, where did

When I went to do the camera test with Ben,

you begin your research? Did you read

everything went really well. I hoped it would

How did you go from the army to acting?

the comics and watch the show?

be a quick answer, and for two weeks I felt

Had you always wanted to be an actor?

I did it all, but to be honest with you, [“Batman

very positive about it. Then by the third week

No, not at all. Growing up, I was a dancer.

v Superman” director] Zack Snyder and Warner

I started to go through the seven stages of

I wanted to be a choreographer. When I

Bros. had a very solid idea on how they wanted

grief: angry, depressed, it’s not going to be

finished my service in the army, I decided to

her to be. All I needed to do was embody

mine. I really wanted it! Life of an actor. Six

go to law school. I started doing that, and

everything they had planned for this character.

weeks later, I was trying to forget about it and

a casting director from London was looking

And it’s amazing. Honestly, it’s my dream role. I

move on. I was traveling for work, and when I

for the new Bond girl and saw my card in an

love her so much.

landed, I opened my phone, and there were

agency I was doing some modeling for. She

30 missed calls from my agent. While I was on

wanted to see me, but I didn’t want to go.

What is it you like most about her?

the plane, they said, “You can’t say anything

I told my agent, “I’m not an actor. This is all

Everything she stands for is something I can

to anyone, but you got the part!” I started to

in English, and I’m in school.” He said, “Just

relate to. She’s very compassionate; she’s

scream on the airplane. I feel like the luckiest

go, please, out of respect.” The casting

all about love and peace. She’s so strong

girl in the world.

director really helped me out, and I went

34

through many callbacks. Throughout the

You’ve worked with great ensembles in

wanted to tell our story. She’s all about the

experience, I found acting so interesting. I

films like “Triple 9” and “Fast and Furious.”

heart, and I think that Wonder Woman is all

didn’t land the part, but I told my agents if

What is it like to be No. 1 on the call sheet

about the heart as well.

anything else came up that might fit me

while shooting “Wonder Woman”?

to let me know. Two months later, I landed

In

I’m

How do you approach a role when it’s

my first role on a TV series in Israel. And

surrounded by great actors — Chris Pine,

based on a comic, but you want to treat

three months after that, the same casting

Danny Huston, Robin Wright, David Thewlis

it seriously?

director called me and was looking for a

— so I might be No. 1, but I don’t see it as that.

That’s the thing about Wonder Woman.

new “Fast and Furious” girl. And everything

I just enjoy working with these people, and

People might think you should play the

began from there.

feel so honored and grateful to have this

superhero, but how do you play a superhero?

role. And with Patty Jenkins, whom I love,

At the end of the day, we’re all people.

directing the movie. She’s a genius.

What’s so lovely about Wonder Woman is

What is the accent you use in “Batman v

the

“Wonder

Woman”

movie,

Superman?”

yes, she has the strength and power of a

I kept my own. Wonder Woman came from

Do you think it was important to have a

goddess, but she has the heart and mind of

an island called Themyscira where they

female director for the movie?

a human. So I play her as I think a woman like

speak hundreds of languages. She’s not

I think it was a smart move. I think women

me would act in the situations she’s going

American, and I was able to keep my own

understand women the best. And Patty has

through. You treat her as a normal woman

accent, which is kind of vague.

such a great vision; she knew exactly how she

who happens to be fantastic and almighty.

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