LIMITED EDITION
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”.
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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.
13
‘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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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.” 28
29
30
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.”
32
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.
33
‘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.
35
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