Connect with us

Business News

Justin Timberlake, Bud Light Creative Director: new form of endorsement?

Justin Timberlake goes to work for Bud, and what used to be “brand ambassador” roles given to geeky web influencers has simply graduated to celebrities with desks at major brands.

Published

on

suit and tie justin timberlake 2013

c07ab__Justin-Timberlake-New-Song

Justin Timberlake takes on new role at Budweiser

Justin Timberlake has been named the new Creative Director for the Bud Light Platinum brand, on the heels of the announcement of BlackBerry naming singer Alicia Keys as their Global Creative Director. No doubt these music professionals already have their hands firmly planted in the creative, marketing, and even startup worlds, but the move is interesting and seems to be a new form of celebrity endorsement. Rather than pay a celebrity to appear in an ad with a product, they’re being paid to actually be involved in the creative direction of the marketing, which isn’t a bad idea, but is most certainly ushering in a new era of celebrity endorsements.

“Justin Timberlake is one of the greatest creative minds in the entertainment industry, and his insights will help us further define Bud Light Platinum’s identity in the lifestyle space,” said Paul Chibe, the VP of Anheuser-Busch’s US Marketing.

Chibe added, “Partnering with Justin as he makes his return to music brings a new level of relevance and credibility to the brand.”

Justin Timberlake, part owner in the relaunched MySpace, noted that the Bud Light Platinum brand “brings a refined, discerning aesthetic to beer that plays well” with what he’s working on, adding that the plan is to bring other musical artists to the forefront of Budweiser as well.

justin timberlake

Ushering in a new era

While there’s nothing shady going on here, and it appears that these celebrities are being paid for their efforts, like Chibe said, the mere presence of these celebs adds “relevance and credibility” to a new generation of consumers of a legacy brand.

It strikes us as part of the shifting marketing environment, so highly influenced by the social media era that has pushed brands to be human, to be themselves, to be genuine, and most of all, to be exciting. Have you taken a peek inside the offices of Google or Facebook? It’s a geek wonderland with visual stimulation, toys, and food galore. Exciting.

It all started with internet influencers being brought on as “brand ambassadors,” wherein they were sent free products because they were such great “fans” of the brand (read: they’ll tweet shamelessly about free stuff). The professional world has simply graduated and taken that theory of rewarding a big name for their involvement in the brand, because what is more exciting than sharing an affinity for a beer with your favorite celebrity who cared so much about that brand that they suited up and went to work there?

Watch for more “creative directors” to pop up in large brands across America, this has only just begun, because if social media has taught brands anything, it’s that you better have “relevance and credibility.”

celebrity endorsements

Lani is the Chief Operating Officer at The American Genius and sister news outlet, The Real Daily, and has been named in the Inman 100 Most Influential Real Estate Leaders several times, co-authored a book, co-founded BASHH and Austin Digital Jobs, and is a seasoned business writer and editorialist with a penchant for the irreverent.

Business News

These stores refuse to start Black Friday early

(BUSINESS NEWS) There is a rising trend of stores being pressured to open their doors earlier and earlier each holiday weekend but these companies refuse.

Published

on

thanksgiving black friday

This year, Target, Walmart, and Best Buy are among a group of retail super villains who have decided it’s appropriate to begin the Black Friday shopping nightmare on Thanksgiving Day, with some opening as early as 5pm on Thursday.

As someone who has only had the misfortune of working the retail tornado of Black Friday once, I would never wish it upon anyone. Yet many stores feel pressured to begin the doorbusters earlier every year.

To compete with online shopping, brick-and-mortar retailers implement drastic measures to get customers in stores during the discount season.

Last year, eMarketer reported internet users in their survey were likelier to shop online during Black Friday and Cyber Monday. This comes as no surprise to anyone who’s been watching retail stores crumble as online shopping continues to dominate the market.

To lure in shoppers, physical stores must come up with deals so alluring that people would kill for them.

Literally. I just googled “did anyone die on Black Friday last year” and found out that there’s a handy site called Black Friday Death Count. The answer is yes, some people died last year in Black Friday-related incidents, and in fact two of the three deaths took place at separate Walmarts.

So that makes this year’s disturbingly early foray into deal hunting even less enticing.

While I don’t hold Thanksgiving sacred by any means, moving the even unholier Black Friday back to impede on a holiday is ludicrous. But a handful of heroes are saying no seriously guys, we’re not doing this.

Over fifty retailers are putting collectively putting their foot down, and will remain closed on Thanksgiving Day. While some may still be party to next-day discounts, they’re at least taking a stand.

Here’s a list of all the places you can’t go on Thanksgiving, because mercifully they’re closed:

  • A.C. Moore
  • Abt Electronics
  • Academy Sports + Outdoors
  • At Home
  • BJ’s Wholesale Club
  • Blain’s Farm and Fleet
  • Burlington
  • Cabela’s
  • Cost Plus World Market
  • Costco
  • Craft Warehouse
  • Crate and Barrel
  • DSW – Designer Shoe Warehouse
  • Ethan Allen
  • Gardner-White Furniture
  • Guitar Center
  • H&M
  • Half Price Books
  • Harbor Freight
  • Hobby Lobby
  • Home Depot
  • HomeGoods
  • Homesense
  • IKEA
  • JOANN Fabric and Craft Stores
  • Jos. A. Bank
  • La-Z-Boy (all corporately owned stores)
  • Lowe’s
  • Marshalls
  • Mattress Firm
  • Micro Center
  • Music & Arts
  • Neiman Marcus
  • Office Depot and OfficeMax
  • Outdoor Research (closed Black Friday too)
  • P.C. Richard & Son
  • Party City
  • Patagonia
  • Petco
  • PetSmart
  • Pier 1 Imports
  • Publix
  • Raymour & Flanigan Furniture
  • Sam’s Club
  • Sierra Trading Post
  • Sportsman’s Warehouse
  • Sprint (Corporate & Dealer Owned Stores; Mall Kiosks May Open)
  • Staples
  • Sur La Table
  • The Container Store
  • The Original Mattress Factory
  • TJ Maxx
  • Tractor Supply
  • Trollbeads
  • Von Maur
  • West Marine

And while that’s a pretty hefty list, the fact remains that many unfortunate employees will have to show up to work on Thanksgiving when they should be taking naps, or avoiding helping their family clean up after lunch.

Thinking about some retailers’ decision to open a day early for Black Friday almost makes Cards Against Humanity’s crowdfunded hole stunt last year seem reasonable. Maybe if we’re lucky, the tradition of Black Friday will get sucked up in a black hole, never to plague us again.

I guess staying home is also an option. If you opt into the shopping this year, stay safe. And if you choose to do so on Thanksgiving, maybe just don’t tell anyone.

Continue Reading

Business News

Amazon is extending its takeover to sportswear

(BUSINESS NEWS) As Amazon continues its quest for total retail dominance, they are beginning to try their hand with sportswear.

Published

on

sportswear amazon

Because Amazon won’t settle until it controls every single market ever, the online retailing giant is, reportedly, gearing up to start offering its own sportswear line.

Rumors that the company might get into the workout gear game started circulating earlier this year when the company posted job listings for brand managers to help create “authentic activewear private label brands.”

They hired a brand manager for athletic wear in January.

Amazon has already been dabbling in the world of fashion, having created eight clothing brands since early last year, including a men’s shirt brand called Buttoned Down that is offered to Prime customers.

Insiders say that, while no long-term contracts have been signed so far, Amazon is negotiating with Makalot Industrials Co., a producer that makes sportswear for Gap, Uniqlo, and Kohl’s, as well as Eclat Textile Co., who provides textiles for Nike, Lululemon, and Under Armour.

Both Makalot and Eclat are based in Taiwan.

Apparently, these manufacturers are making small test batches for Amazon so they can run a trial on the concept. The fact that Amazon is working with experts in this market means they are serious about making a competitive, quality product.

Amazon currently sells about $10 billion worth of apparel, making it a serious competitor with brick-and-mortar retailers.

The workout wear market is a pretty big deal, so it would obviously be profitable if Amazon can come out with a good product. Customers are already crazy about Amazon’s online convenience and quick delivery, so they may be happy to find more options for sneakers and yoga pants.

On the other hand, private label brands that Amazon is already selling, such as Goodthreads and Lark & Ro may feel betrayed. Other sportswear brands can’t be too pleased either, with Nike reporting declines this quarter and Under Armour reducing its annual sales forecast.

Continue Reading

Business News

Ending a dismal year, Samsung says goodbye to CEO

(BUSINESS NEWS) Following a tumultuous year, Samsung now must face their CEO, Kwon Oh-hyun, stepping down.

Published

on

kwon

Among exploding phones, recalled washing machines and an indicted former chairman, Samsung has had a rough year. Just as they start to get back on track, they have one more crisis to deal with.

Kwon Oh-hyun, Samsung CEO, has officially announced his departure.

In a letter to the employees, Kwon announced his plans to leave the company by March of next year. His words touch on all of the typical sentiments, like that he “had been thinking long and hard about (leaving) for quite some time,” and that he wants to “move on to the next chapter in his life.”

What Kwon doesn’t make clear are his exact reasons for leaving.

He mentions that Samsung is in an “unprecedented crisis inside and out,” without sharing any specifics. Via his own words, Samsung needs to reshape their company to keep up with the ever-changing IT industry.

Kwon believes that young, fresh leadership could be the answer that Samsung needs.

Though Kwon’s departure may seem like another hit for the company, it could be a new chapter for Samsung as well.

And it is a change they desperately need. Recently, Samsung has made the headlines with scandal after scandal.

Earlier this year, Jay Y. Lee, former Vice chairman, was found guilty on multiple charges of bribery. The charge, which Lee is now serving five years in prison for, also resulted in the impeachment of South Korean President Park Geun-hye.

Samsung also lived through two major recalls this year. They officially took the Galaxy Note 7 off of the market after various accusations of batteries overheating led to fires.

Samsung also recalled 2.8 million washing machines because their “violent vibrations” caused some users to be injured.

Major scandals like these are enough for any company to flop. However, Samsung is still in the game. Kwon’s letter calls for the company to start anew, which is exactly what they need to do to stay afloat.

Of course, creating devices that do not cause injuries and fires will be a start. In addition, new leadership will keep the company relevant and hopefully, revive their reputation.

Continue Reading
Advertisement

The
American Genius
News neatly in your inbox

Join thousands of AG fans and SUBSCRIBE to get business and tech news updates, breaking stories, and MORE!

Emerging Stories