When They Own It, They Really Mean It

According to The Wall Street Journal, celebs, like agencies, are looking for a cut of the action these days.

Rather than a straight annual endorsement fee for doing a TV spot or slapping their picture on a magazine ad, some celebrities and athletes look for deals that offer a bigger piece of the action.
Rapper 50 Cent recently received a windfall when Coca-Cola Co. bought Energy Brands Inc., the maker of the Glacéau line of waters, including Vitaminwater. The hip-hop star, whose real name is Curtis Jackson, had bought a stake in Energy Brands and personally endorsed a drink called Formula 50 that the company named after him.

The article also looks at Ellen DeGeneres. A pet fanatic and the owner of two dogs and three cats, Ms. DeGeneres bought an estimated 15% stake in Halo, a high end pet food line owned by Pegasus Capital Advisors LLP, a Greenwich, Conn.-based private-equity firm. DeGeneres will also appear in the brand’s advertising.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.