Celebrity Brand Ambassadors Can Hurt You...

I realize that this is one of my favorite topics, probably because I used to spend good chunks of my days prospecting, negotiating and in some instances signing agreements for "friends of the brand" or "partners".  And it is particularly ironic that the brand that has in many ways refined the celebrity partner business model down to a seemingly exact science has had such phenomenally bad luck this year.

Yes, once again it is Hublot that I am writing about.  Now there are some cynical (as well as simply pragmatic) people out there who will smile and say and make "if it bleeds it leads" references.  Whether or not that is the case is down to the Hublot brain trust.

So the good (1 or 2), the bad (too many for many other brands' comfort) and the ugly -

1.  Bar Refaeli - recently detained in her native Israel over allegations of tax evasion.  I will defer to the informed folks at Vogue for the info:
http://www.vogue.co.uk/news/2015/12/18/bar-refaeli-detained-israeli-police-tax-evasion-accusation

2.  Floyd Mayweather - Perhaps we've "beaten-up" on him enough...
sorry, couldn't resist.  Mr. Mayweather has yet to get out from under the clouds of accusation regarding domestic violence.

3.  FIFA - Don't get me started ; )
But with the hearings this week, it may finally come to pass that Blatter and his cronies will finally be evicted from the halls of power.  And at that point it might be time to revisit that CNN interview -

http://www.cnn.com/videos/tv/2015/10/16/exp-jean-claude-biver-ceo-of-tag-heuer--chairman-of-hublot-discusses-fifa.cnn


4.  The "Special One", Jose Mourinho - In fairness, I think he is a gifted coach.  By that same token, a wise man knows that it is always best to leave the party while it is still full.  In other words, when things are going badly, never assume that you will be immune to the sack.  Mr. Mourinho was handed his walking papers earlier this week.  As yet no Big Bang "Special Ones" have been spotted on Ebay.  Let's hope he lands on his feet.

5.  The Los Angeles Lakers - in fairness, this might have been simply about timing, or an intern in Nyon not getting the message and failing to update the Hublot website for several days after it was announced that the Lakers were in fact in a newly announced partnership with Tissot.  In the end all was updated, but it did not make for a great impression, particularly as that partnership had only run for about one year.

And the good - probably more than I am giving credit to, but Lang Lang and his support for WildAid is a great ambassador.  Will Hublot make a WildAid watch - you know, "the fusion of charity with branding"?  It remains to be seen.

Yao Ming Honored by ASSC and Girard-Perregaux

This just in from Girard-Perregaux -

Courtesy of Girard-Perregaux

Girard-Perregaux and Asia Society Southern California (ASSC) partnered up last night in at the Millennium Biltmore Hotel to honor legendary basketball personality Yao Ming at its 2013 Annual Gala.

 Yao Ming is an eight-time All-Star center with the Houston Rockets and played on three PRC Olympic basketball teams.  He is a veritable Ambassador of the sport on behalf of China.  In 2011, Yao became the founder and proprietor of Yao Family Wines, which brings to China and the world one of the finest Cabernets from Napa Valley.  He is also a giant in the philanthropic world not only through his Foundation but also through partnering with the Special Olympics and WildAid in its quest to prevent the eradication of sharks and African elephants.  Yao Ming was the recipient of the Asia Society's "Visionary of the Year" award, which Girard-Perregaux is honoring by presenting him with a “Yao Ming” Chrono Hawk timepiece during the evening.  

Courtesy of Girard-Perregaux

The watch features a Manufacture chronograph automatic movement housed in a 44 mm stainless steel case.  This special timepiece also features Yao Ming’s special symbol embossed in vivid red on the rubber strap and transferred on the sapphire case back. 

Courtesy of Girard-Perregaux

Girard-Perregaux only created two watches of this design: one to honor Yao Ming and the second, which was later on auctioned during the evening for $16,000.

We are very proud to honor such an iconic basketball star as Yao Ming”, said Jean-Marc Bories, International sales Director for Girard-Perregaux. “Not only does he represent the best in the sport of basketball, but he also represents the best of humanity, through his important work with the Special Olympics and WildAid”. 

Courtesy of Girard-Perregaux

In addition to the above, Girard-Perregaux presented a Girard-Perregaux 1966 full calendar to another basketball icon, Steve Nash, for his strong philanthropic work through the Steve Nash Foundation, which dedicates itself to providing under served children with fundamentals for their health and education.