BRAND SYNERGY GROUP LAUNCHES
SUCCESSFUL UNION BETWEEN NIVEA &
RIHANNA: MANY OTHER “MARRIAGES”
IN THE WORKS
CREATIVE + CONNECTED= INNOVATIVE
Brand Synergy Group, a brand-focused entertainment company, announces the company’s most recent “marriage” between celebrity and worldwide corporation: a star-powered collaboration between Rihanna and NIVEA Global, connecting the two iconic brands to promote NIVEA‘s 100th birthday.
BSG founder and CEO Jeff Straughn has a keen skill-set in forging successful unions. Past relationships involved working with an endless list of top celebrities and Fortune 500 brands. Over the course of more than 20 years, the extensive list includes the Jay-Z hanger tour with AT&T (formerly Cingular), Justin Bieber & Justice, Mariah Carey & Comcast, Ne-Yo & Coca-Cola, Fall Out Boy & Procter & Gamble, Eric Clapton & AT&T (formerly SBC), Linkin Park & MLB, and Cee Lo Green & Duracell, just to name a few.
This most recent deal illustrates what BRAND SYNERGY GROUP does best, creating innovative marriages between well-known brands and celebrities for major visibility. The key, according to Straughn, is to do so in a prescient way, partnering the two entities well in advance of that “peak moment”, as it did in this particular match-up. NIVEA's partnership with Rihanna was put together over 10 months ago, before her new album, “Loud,” had gained traction. Today she is topping the Pop charts with two number one singles off that release.
The NIVEA marriage with Rihanna includes her name, likeness and use of her new single “California King Bed”, where BSG played a key role in identifying the track that is now the anthem to the brand's 100-year anniversary campaign. BSG also secured NIVEA the rights as official tour sponsor, a role the brand plays in both US & European markets. As a result, BSG is producing the brand's full on-tour activation in all markets.
BSG is Jeff Straughn's brainchild. A marketing and advertising guru with twenty years experience, he honed his marketing chops at advertising leader Saatchi & Saatchi, Interpublic Group’s Bozell and Octagon. More recently at Universal Music Group's Island Def Jam Recordings, Straughn worked for the new X-Factor judge and industry powerhouse Antonio “LA” Reid.
Brand Synergy Group‘s partnership with Primary Wave—one of the top independent music publishing companies in the world—along with other strategic alliances in the entertainment world, gives Straughn instant access to celebrity. He can make the company/talent relationship happen quickly and seamlessly, with the most beneficial terms for both sides. Another essential aspect of BSG‘s core business is to facilitate the use of music for advertising and marketing campaigns. Access to Primary Wave’s superstar roster of over 100 artists, including the catalogs of Kurt Cobain, Steven Tyler, Def Leppard, Chicago, John Lennon, Greg Allman and others, is key to this function.
How does it all happen? Brand Synergy Group accomplishes matchups through Brand Alignment Matrix {B.A.M.}—a system Straughn has created to measure compatibility between brands and artists, by weighing clients’ goals and objectives with an artist’s resources and natural strengths. Straughn and his team of experts also employ a “celebrity ranking tool”, “My Mojo”, which takes into account demographics, geographics, and up-to-the minute social and digital information, to create solid, successful, creative partnerships between company and star.
According to Straughn‘s philosophy, “brands that work with music and artists not only enhance their companies, but develop identity that becomes “sticky” with the consumer, while elevating celebrity profiles for both established and emerging performers. In the information world in which we live, and in the competitive market we face, our ability to go direct to the talent provides our clients unique and unfettered access at the same time bridging the needs of both sides.”
Tweet it! “Brand-focused entertainment company #BrandSynergyGroup announces most recent “marriage” between Rihanna & NIVEA Global http://ht.ly/4XIip”
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