Say what you will about Kris Jenner, but she knows how to promote herself—and her children. The world’s foremost walking advertisement logically showed up at Ad Week with a simple message for brands: don’t fear the Kardashian clan.
It seems she’s afraid that her cash cow is losing value despite the myriad endorsement deals held by everyone whose name starts with a k:
…savvy marketer that she is, she also didn’t waste the opportunity to pitch a roomful of ad people. Ms. Jenner spent some time trying to appeal to advertisers and agencies in the room that aligning with the Kardashian will reap returns.
That might be a tougher sell than it was in the past, because most prestige brands understandably don’t like to have their spokespeople turn up in the tabloids (which Jenner checks daily, because she provides about 75% of their content).
Ms. Jenner noted that social media is a major committment the Kardashians and Jenners have made for PR purposes…
By working with one of the members of the family, advertisers get a “security blanket,” she said. For example, if Ms. Jenner signs an endorsement deal, her daughters might mention it to their Twitter followers or post on Instagram about it, extending the reach to millions more people.
That’s all well and good, but why would an established brand want that kind of attention? The choice comes down to publicity or reputation: which is more important?
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