Celebrities and Enemies

(blog post for Sunday, June 16th)

The first event I attended for the Cannes Lions festival was the Celebrities in the Media seminar. Full disclosure: the main reason why I went was because Melanie Brown (aka Scary Spice) was a featured panelist. But eventually I would like to work in PR for organizations like GLAAD that deal with television/film portrayal of LGBTQ individuals, so it would be beneficial to learn more about harnessing celebrity power for social causes. We’ve been hearing a lot about transparency so far, meaning an advertising/PR agency should be open and honest about the work it’s doing or the companies it represents, and transparency for celebrities isn’t all that different. When the world watches your every move, it’s impossible to keep much discreet. But celebrities can use social media to directly acknowledge controversies related to them so reputation management is easier. Social media also allows celebrities to take the power away from reporters and paparazzi; while this might influence them to reveal more about their private lives than they wanted, it makes fans feel more connected.

I also enjoyed ArnoldWorldwide’s seminar “You Need an Enemy.” Hosting with Shepard Fairey (of the Obama poster fame), Chief Creative Officer Pete Favat explained why each brand is a protagonist that needs an antagonist to thrive. Examples: Nike and lethargy, Apple and boring conventions of the PC, anti-obesity campaigns and the fast-food industry. Favat claims that, by having an enemy, a company/agency produces better, more creative work to outshine their competitor and remains focused on beating said competitor. I think he had some good insights; every brand needs something that makes them look good in comparison (Swiffer cleaning products to regular cleaning supplies, Geico insurance rates, etc.). Even for me, someone who wants to work in the philanthropic branch of a company, it’s important to find whatever it is that contradicts my campaign’s stance and exploit it. Finding an enemy gives you a goal and a purpose.