Apropos of celebrities, here’s a short clip from Experian Marketing Services‘ recent “Storytellers” Client Summit in which the Secretary of Defense Tim Howard explains a bit about what helps him choose a brand to sponsor.
You won’t be surprised to learn that it’s his agent (and his moral compass):
“I don’t want to lend my name to just any old company…at this point I’ve put too much hard work into building my own brand.”
So far, Howard’s only partnership of note has been with Marriott. Where will he go next? Why not your client?
Full “fireside chat” interview after the jump if you’re interested.
Now for a flashback, some partnerships that ad agency execs suggested to friend of the site Matt Van Hoven of Digiday:
“Verizon: 100 percent coverage. Everywhere.”
“Like a good goalie, State Farm is there.”
“Red Bull: Tim Howard gives you wings, obviously.”
Any better ideas?