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strategy. Along the lines of this plan,
a basic message for the campaign
emerges and the channels or means
by which it will be distributed become
clear, a step in the process normally
delegated to an agency specialist:
the media planner.
The creative part of the campaign
follows. It is developed by the art
and creative directors who, keep-
ing in mind the budget they have to
work with, come up with a series of
proposals that are accepted, reject-
ed, or modified. With the client’s
approval, the agency then develops
the originals for print.
Once the campaign has been
launched, the process is controlled
and monitored in order to evaluate
its success and impact on sales.
Since all campaigns involve a complex
process and require that the agency
embrace the culture and spirit of the
brand, the best results are obtained by
maintaining a prolonged relationship
between the agency and the client.
CELEBRITIES
Because of their lifestyles and high
visibility in today’s entertainment cul-
ture, celebrities of film, music, sports,
and society celebrities, have become
The first Kate Moss for Topshop collection launches in the London flagship store
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© Mert & Marcus. Kate Moss modelling a Kate Moss for Topshop design
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ideal trendsetters in the realms of
fashion and style. The media grants
them wide coverage, and consequent-
ly potential consumers aspire to iden-
tify themselves with the brand that
the celebrities represent.
Fashion companies, for their part,
look to celebrities for advertising cam-
paigns, for being present as specta-
tors at certain events such as fashion
shows or the inauguration of stores,
for promoting their products on spe-
cial occasions (for example, giving
them designs to wear at the Academy
Awards) or for developing advertising
through product placement.
Product placement
This is the predominate trend in com-
munication today. Brands appear in
movies or on television, which is an
efficient way to present a product to
someone and see how well it sits with
them. Garments have a context; they
are placed in a false-real paradigm
created so that spectators will want
to buy them.
When product placement is done in
films, given that the production pro-
cess is long, what one tries to sell is
not a product but rather the image of
the brand. The intention is to estab-
lish a connection between the char-
Respect Me by Missy Elliott for adidas Originals
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Vanessa Hudgens with Luxuriator glasses. © Raffix.com
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