Who is the boss of the ad?

Guide: Ko Jindong smoked marijuana, so that more than 20 well-known brands were implicated, advertisers immediately removed all TVC and related products
Compared to the legendary "prison", its behind the "endorsement" to come to the more realistic and cold some, like the audience do not know which star will be on the headlines tomorrow, endorsement brand also do not know which day will be innocent lying gun.

Ko Jindong smoked a marijuana, so that more than 20 well-known brands were implicated, advertisers immediately removed all TVC and related products; at least 10 endorsement contracts in the body of Li Na recently announced the retirement news, the career suddenly stopped, the sponsors where to go? A paper notice, the uproar, probably is the brand in the spokesperson "out of Business" After the psychological state, the central people have changed, the others have to follow the changes.

What is the logic behind this series of "endorsement storms"? Why did the advertisement get off the shelf? Innocent lying gun, how can the brand better protect themselves, even into the machine?

Who is the boss of the ad?

From the recent occurrence of Ko Jindong drug abuse can be seen, the star spokesperson out afterwards, the brand first expressed is "afraid", a fear, then hurriedly clarify identity, stand good formation, remove advertising, and hope that the parties to change, no doubt, at the cusp, All brands choose to handle emergencies in the most conservative and neutral manner.

And in Z, the founder of Creative Marketing, Zheng Daming, "the more traditional values of the Conservative brand, perhaps in this event, the crisis is greater, if there is a rebellious spirit, the pursuit of freedom of the personality brand, perhaps is Xicongtianjiang, such as a mini or Levi ' s such a brand, coping skillfully, perhaps more valuable. Zheng believes that society is more tolerant of young people's mistakes. Error is more valuable than right "," a never wrong people, neither exist, but also very boring, "these principles can be understood by the mainstream values, so change the spokesperson, mostly or from the advertisers decision.

Another voice argues that "RSCG" pressure comes from regulators, said Roy Cheng, a creative partner in Beijing, to the advertising door, "I guess there must be a regulator coming out to say hello to the media and advertisers: ' Just get his ad back, Hurry up ', and as for the attitude of consumers, this year, their tolerance for the stars is really think that is terrible. ”

Is it so bad that the spokesperson is out?

Previously, media estimates, Ko Jindong this marijuana, to 19 brands to bring billions of losses, and according to our interview with several industry analysts, this figure is obviously not very reasonable. To replace the advertisement, it will bring a certain loss of media costs, but whether it will lead to a reduction in sales, but also to see the brand itself attributes.

"If the brand itself is weak, product difference is small, sales mainly by the star fans of the appeal and influence composition, that impact is the biggest, but if Ko Jindong endorsement of the iphone, then consumers are very small impact," Zheng Daming to the advertising door, "if advertisers can handle different situations to take different responses, May be able to crisis for the machine.

Take a couple of endorsements that we all know, Roy Cheng that, such as sports stars, such as Liu Xiang injured back, Yao Ming injured, and so on, the loss of the brand may be the biggest, once the results of the decline in the impact on consumer buying decisions will be reduced, so their value as a spokesperson will be greatly discounted;

In addition, like Sun Yan (in fact, he does not have a license before driving also has some small right and wrong) endorsement of a car, but they do not drive, open is not their endorsement of the brand, consumers if no longer indifferent, it is really silly. The same is driving out of the GAO, probably because the way he responded to the public to see the sincerity of repentance, but let him a blessing in disguise, after prison, more well-known.

Star endorsement, and sign and cherish

Whether it is an afterthought or a prior contract, consumers and advertisers understand that in the era of information transparency, the star out of a negative, itself is impossible, has participated in many star endorsement project Zheng Daming, but also the popular "31" Model for reflection, "Now a TVC, a plane, A pattern of landing activities needs to be changed. Is TVC necessary? In my opinion, micro-BO micro-letter is necessary, and the star signed a 1-year contract to do not? 9 months? The longer the time, the greater the risk. ”

In short, in the context of a more rapid, equal and transparent communication environment, star endorsement of the risk in the increase, the effectiveness of the reduction, even if you say the fire as Tu Min-jun XI and how, the brain residue of powder, after all, or more than sober people, which day on the network again appeared a "crusade" campaign, called "Kim Soo roll out of China advertising industry", What about brands? and sign and cherish it, and be cautious.

Do you want to make a claim?

According to Taiwan media reports, Ko Jindong drug use was caught, Ko Jindong before the endorsement of the 19 brands have also made a statement, three kinds of positions:

Some 1/3 manufacturers have asked to return the full endorsement fee and to remove the endorsement ad; brands, including Chevrolet, Nivea and Hyun-mai, say they may claim compensation from Ko Jindong. Because this year's Spring Festival gala "simply stop not down" advertising language unexpectedly popular, dazzle Michael and Ko Jindong cooperation, also become the most successful of all endorsements, but after the drug abuse incident, Hyun-ke is the deepest love, the deepest pain.

Chevrolet and Ko Jindong cooperation began soon, and the spokesperson just took office, it produced negative news, the brand late planning interference larger. In April this year, Ko Jindong and Amber also filmed three micro-films for Chevrolet, launching the theme "Cool, my first step", and after this first step, I am afraid the second step will not go on. In this respect, Chevrolet's attitude is very strict, said it may be to Ko Jindong claim more than the endorsement fee higher compensation.

Industry business Partners disclosed that the contract will not generally indicate the amount of liquidated damages, if the default, the two sides usually in accordance with the proportion of 20%-30% compensation.

1/3 manufacturers said that due to the expiration of the contract period expires or will expire, KE and economic companies do not need compensation. After the drug was exposed, KFC is the most fortunate one, because the Ko Jindong is not a long-term spokesperson, and the contract is about to close, so the brand can also clear the relationship, end up a clean, the same adidas also said that due to the contract expires, no longer investigate compensation. At this time for some brands, in fact, even if it is not necessary, can protect themselves is already the most ideal situation.

Another 1/3 of the brands remain on the sidelines, advertising has not yet been removed, and if the brands join the claims team, Ko Jindong may face more than 20 million of the huge payout.