It was announced last week that prolific Nigerian actress Genevieve Nnaji has cinched a juicy ambassadorship deal with Range Rovers, marketed in Nigeria by Coscharis Motors. The deal is said to be worth at least $100,000 (appx N16m) in the first instance and of course including a Range Rover Sport for the actress. Not bad. It’s good to see that celebrities are really asking for, and being paid their worth in advertising deals. Though not sure this entirely bodes well for the marketing industry at large….but it’s been a long time coming.
Genevieve probably has a lot to teach both aspiring celebrities and even marketing professionals alike. She has managed to cinch several endorsement deals without corrupting or cannibalizing her own brand, which of course makes her all the more attractive as an endorsement candidate. First there was beauty product brand Lux, then more recently her alliance with MUD cosmetics. None of which bastardize her new arrangement with Range Rover. Of course, sometimes advertising deals are so juicy it’s hard for the artist to say no (MI and that croissant brand for example…we say WTF?) but not when it pays even better dividends for both brand and endorser to be more….strategic we dare say. Genevieve has gotten it right and others (4 Brand Ban-*cough*, we’re looking at you!) should take note.
Be more discerning and your value AND sustainability goes up.
Kudos to Genevieve and her team!