Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
Jennifer Lopez’s partnership with Verizon Wireless to launch a new mobile brand targeting Latinos is a no-brainer when you consider the surging growth rates of those consumers in the U.S. and their high ownership of smartphones. But positioning the popular singer and actress with the brand was not as simple as it might seem.
In January Verizon enlisted marketing strategist Jeetendr Sehdev, who specializes in celebrity brand partnerships, to position the new Lopez brand, Viva Móvil, in which she is an investor and creative director.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in