Omnicom China To Track Celebrity Commercial Value
Shanghai, China - FUSE China, the branded content unit of Omnicom Media Group (OMG), and Fundamental Media, have partnered with Entgroup to launch the FUSE Celebrity Index (FCI) which benchmarks the commercial value of Chinese celebrities. This will be the first time marketers and brands will have access to a quantitative measure of the commercial value of celebrities to evaluate expected performance of their investment. The system enables a more rigorous approach to evaluating potential success, relevance and the value of an endorsement.
Covering more than 700 Chinese celebrities from the entertainment, sports, and arts fields, FCI analyzes the celebrities’ commercial value through the dimensions of their potential brand match, market appeal, assets and personality. FUSE will combine their proven global methodology with Fundamental Media’s reputation and experience in the China movie entertainment industry, and together with Entgroup, will publish FCI to brands in China based on the annual survey with over 15,000 consumers.
In recent years, the booming advertising and entertainment industries in China is providing more opportunities for cooperation between Chinese celebrities and brands. "We have always been exploring the celebrity market," said Calvin Fu, the General Manager of FUSE China. "Is the celebrity market too one sided in favor of the celebrity? Does the celebrity perfectly match the brand? Can the celebrity help enhance the brands reputation? In the past, there was insufficient data, insights and understanding of celebrities’ potential to answer the above questions with any real rational support. Therefore, FUSE aims to assist the market with the unique logic, enabled by our rich experience in branded entertainment marketing and our thorough understanding of celebrities and what works in the Chinese market.”
"Movies are regarded as the bellwether of the entertainment industry where a celebrity is often the core asset,” said Wang Yuan Hong, COO of Fundamental Media. "The quantity and quality of their work and the reputation they have in the industry are critical factors of the celebrities’ commercial value. The entertainment economics these days require a professional and objective evaluation system to balance and serve arts and commerce. Fundamental Media hopes to contribute to the development and improved accountability of entertainment market integration with our experience and advantages in the film industry.”
FUSE under Omnicom Media Group provides a fully integrated offer across content development and brand integration, on all platforms in China having worked on over 100 projects for some of the best brands in China. Founded in the United States in 2001, FUSE has an extensive network in the United States and Europe together with many successful cases with Hollywood A-list celebrities. As a highly regarded agency for movie integration marketing services and the largest operator of metro video, Fundamental Media is a leader in the film and entertainment marketing industry, having rich domestic and foreign resources and networks to provide brands with business marketing solutions in the movie industry. Entgroup focuses on data analysis, market research and consulting services and is widely recognized as the leading research company in China entertainment industry. The cooperation, knowledge and expertise of the 3 partners and the creation of FCI create a win-win situation for all.
From left to right: Daniel Wang, COO, Fundamental Media; Amy Liu, Vice President, Entgroup; Alfred Tong, Marketing Director, Consumer Engagement, Greater China Region, PepsiCo(China) (SH Branch); Calvin Fu, General Manager of FUSE China, OMG; Leon Gao, President, Entgroup.
Source: Omnicom Media Group