To the A-list and Beyond: A 360° Look at Talent Partnerships

Thanks to the meteoric rise of social media and reality TV, the nature of fame is shifting. With broadcast quality kit in the palm of our hands and a global audience a mere tap away, we’re all only a post, comment, or dance from stardom — or so it seems. So, what is celebrity today? And should be top of the agenda for brands when forming meaningful brand partnerships? LBB posed these questions to The Bourne Consultancy.

As experts in the space, Bourne has facilitated numerous talent and brand unions over the years. Working alongside a host of A-listers as well as sports personalities, subject matter experts, comedians, TV presenters, influencers, musicians, and activists, the team explains: “Pairing the right talent with a brand is all about one thing and one thing only: authenticity. Authenticity is key for a successful partnership. Understanding media buy and positioning; what the brand expects based on where they are now and what they’ve done before is paramount. It has to make sense to add value. Does this person align with brand values? Would they really shop here? Use this product? And whilst the answers to these questions don’t always lead us to entertainments elite, current consumer research tell us that doesn’t mean any less exposure and impact.”

Always ahead of the industry’s trends and attitudes to ensure relevance and relatability, Bourne noted a gradual shift in the appetite for ‘stars’ over the years. “Of course, star power is incredibly alluring, but the world has changed. We consume globally, across multiple platforms and formats. Fast and quick. As, when, and IF we chose. Partnerships now must work so much harder to reach, never mind grab. Stretching beyond the TVC to compete with content that refreshes daily. No mean feat! Especially given how social-forward brands are now. Non A-list talent tends to be more open to posting on social media, generally with a lot less restriction and/or decision-makers around them (like lawyers!), making the process easier and more collaborative as a result,” the team says. 

The partnership between footballer Bukayo Saka and Nando’s limited-edition sauce is an example the team thinks hits all those criteria: “We love Bukayo Saka! This partnership was inspired given he’s a long-time Nando’s fan. It feels really genuine, appropriate, and fun. It went viral, doing the sauce-tasting rounds on social media.”

On the luxury side, fashion brand Marc Jacobs tapped into online discourse surrounding influencer Nara Smith, known for her elaborate ‘made from scratch’ videos. Capitalising with a playful spin by presenting Nara making an MJ Tote bag (you guessed it) ‘from scratch’. It’s a smart, aligned partnership with great exposure and impact on both sides.  

“It’s not that we don’t want to see A-listers anymore; we’re just seeing consumers really enjoy talent from other parts of the entertainment industry too. From reality TV stars to YouTubers, influencers, and even academics, which is great! Working with personalities and household names can be just as impactful as getting an A-lister. Perhaps even more so in this socio-economic climate, where relevance and relatability reigns,” says the team, encouraging brands to think broader when it comes to talent.

Relevance and relatability really do reign, particularly in the current, tough market conditions. Consumer trends prove a considerable shift in spend; we’re definitely buying less (no surprises there), so audiences really need to feel seen and heard to connect. And while A-listers may still be right for some, there’s a vast landscape of well-known celebrities and personalities perfect for others. Look at what Danny Dyer has done for Paddy Power, Roman Kemp for Vodafone, and Paddy McGuinness for On the Beach. These partnerships have had great consumer success because they’re accessible as well as engaging. 

“We really do have to be thinking more about what celebrity means today when considering meaningful talent collaborations that resonate. Keeping work fresh, customers close, and the door wide open to more collaborative and dynamic possibilities which,” as the team astutely sums up, is “the fundamental difference between a deal and a partnership.”