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Picks of the Week: September 18, 2017

Picks of the Week: September 18, 2017

Kyle's Pick

Analyst, Strategy

Rihanna launches highly anticipated makeup line, Fenty Beauty.

Robyn Fenty, better known as superstar Rihanna, has recently launched her own makeup collection with global beauty retailer Sephora, Harvey Nichols and online at FentyBeauty.com. Consumers and fans can recreate the artist's signature looks with products marketed as "Rihanna's real-life method for creating killer radiance." One of the most notable features is that the line caters to a wide variety of demographics by having forty foundation shades to encompass consumers of diverse skin tones. There is great value in celebrities becoming dedicated developers of products they attach their name to - rather than taking the role of a brand ambassador, stars like Rihanna can benefit from being an entrepreneur which allows an authentic connection with their fan and consumer base.


Coordinator, Strategy & Consulting

Tinder matches up with James Blunt to offer critques of user profiles.

English singer-songwriter James Blunt has partnered with Tinder to feature in a series of online creative spots. As the selected ‘Chief Blunt Officer’, the featured musician offers his take on how one should conduct themselves on the dating application. The creative has landed during a period of success for Tinder that has seen the app rise to the top of the App Store Top Grossing Chart following the introduction of subscription service Tinder Gold. The video series features the musician offering his direct critique of Tinder profiles in a humorous and amusing way. With this partnership, Tinder hopes to leverage James Blunt’s social media personality to reach his followers online and encourage new users to join the dating platform. Today, we seeing the trend and impact of using celebrities as promotional vehicles for mobile applications.


Manager, Activations

Ratuken lands largest jersey sponsorship deal with Golden State Warriors.

The largest jersey sponsorship deal in NBA history has been established between the Golden State Warriors and Japan’s largest e-commerce firm Rakuten.  The deal will allow for a Rakuten’s logo patch to be on the Warriors jerseys.  The three year sponsorship deal is estimated to be 20 million per season which is almost 10 million more than any other team’s jersey sponsor.  With that said Rakuten does not only have the game jersey patch, but the post-season and summer league uniforms.  Additionally the deal includes Rakuten becoming the official e-commerce partner, official video-on-demand partner and official affiliate marketing partner of the Warriors.

This partnership provides a strong North American and Global platform for Rakuten to elevate their brand awareness and product offerings.  The Warriors franchise is located in San Francisco which is one of the tech hubs of North America which is a great fit for Rakuten.  Comments made by the company’s Founder and CEO Hiroshi Mikitani - "Rakuten is looking to become the Amazon of Japan. This is not only a sponsorship, but a true partnership between two brands that align with their company values."


Why MKTG’s new Associate Creative Director Ben Scott isn’t afraid to ask “All the Stupid Questions”

Why MKTG’s new Associate Creative Director Ben Scott isn’t afraid to ask “All the Stupid Questions”