MediaCat Monthly, July | Fame and Attention

In 2022 we hosted a podcast between two smart marketers, discussing the nature of fame and attention. Two years later we've revisited this topic, to explore fame, the internet, influencers and attention-seeking, and how this all relates to media and marketing. To that end we have articles on art and the value of fame, brand mascots, renting fame, humour, BRAT and brand awareness, gaming and cinema. We look at algorithms and climate change, disability representation, stunt marketing, and have a podcast discussion about why brands should dominate us into submission.

We hope you’re enjoying the magazine. And do listen to this month’s playlist.

Mike Piggott, Editor

The business of art is fame

What makes any particular piece of art worth more money than another? Faris Yakob looks to artists like Rothko and Jeff Koons, to get to the bottom of things. read

What makes a good brand mascot?

Cultural insight expert Becks Collins shares key aspects of successful brand mascots, from relevance and irreverence, to storytelling and cuteness. read

The anatomy of Anatomy of Humbug

Author Paul Feldwick reflects on the genesis of his book, The Anatomy of Humbug, ten years after publication, and how there is more importance placed on fame now. read

The drawbacks of ‘renting’ Fame

‘When marketers employ influencers, celebrities or other vehicles to promote the brand, they are similarly ‘renting’ their fame,’ argues Professor Jenni Romaniuk. read

Crisps to Czech-made cars: humour to win brand fame

‘Humour makes people more likely to buy,’ writes Paddy Gilmore as he reveals how ?koda and Walkers used humour to create lasting brand fame. read

Charli XCX’s BRAT and how not to build brand awareness

Josh Graham analyses the story, social media, music, and collabs behind Charli XCX’s BRAT, arguing that it is an ‘incredible’ engagement campaign. read

Your fans will make you famous

‘Advertising, content marketing, PR and partnerships alone are hollow tools without the validation and amplification of a dedicated fan base,’ writes Christian Perrins. read

The fame game: how celebs have embraced gaming

Caroline Miller explores how ‘now more than ever, celebrities and brands are waking up to the powerful audience reach that video games can offer’. read

How can cinema reclaim our attention?

Josh Mcloughlin argues that ‘cinemas must not be afraid to think big’ and that people need to be reminded of their ‘irreplaceable spirit’ and value of communal experience. read

Wisdom

This month… authentic disability representation, brand fame in the TikTok era, challenger brands, and more

Adah Parris: Looking at algorithms, search, and climate change, Adah shares practical steps to mitigate the environmental impact of our digital behaviour

Charlotte Armstrong: Valuable 500’s Communications Manager reveals the key principles for authentic disability representation

Alison Smith: Be Content’s Director takes an anthropological view, as she looks at the social science of who is paying attention to who, and why

Raf McDonnell: The founder of Talent & Brands explores the changing nature of brand fame in the TikTok era

Shauna Moran: ‘What do you do if you don't have Barbie's marketing budget?’ Trends Manager at GWI says fame comes in all shapes and sizes

Maor Ofek: The founder of SIDE ST argues that ‘for startups aiming to redefine conventions […] becoming a challenger brand is almost inevitable’

Fabiane Abel: SOKO’s Head of Broadcasting and Executive Director dives into PR’s creative revolution, sharing that ‘it is no longer just about earning media coverage’

Conversations

In this part of the magazine we ask some smart people topical questions. This month… capturing attention, stunt marketing, and godlike brands

How can brands get our attention these days?

Worldwide digital advertising spend is increasing every year, but ad blocking is also on the rise. Fifteen smart marketers stepped up to offer their wisdom

Can stunt marketing build long-lasting brands?

Is stunt marketing style over substance, or can it form part of a tapestry of long- and short-term tactics as part of an overall growth strategy?

Emily Fairhead-keen discusses godlike brands

In this podcast Emily talks about brands and showmanship, fairies, oversharing and mystery, and how it’s OK for brands not to jump on trends

Interviews

Q&A: P&G’s Marc Pritchard on solving everyday problems

Marc Pritchard, Chief Brand Officer at P&G, reveals how they leverage everyday moments to make customers’ lives better

Q&A: Anuja Gupta on the power of brand joy

In this interview BAMM’s Strategy Director, Anuja Gupta, dives into the company’s new report on the power of joy in marketing

Q&A: Eco Ableism and advocating for inclusive policies

Dr. Kush Kanodia talks about his ‘Eco Ableism’ campaign, social entrepreneurship, and advocating for disability rights

In case you missed it...

Here are some interesting pieces you may not have seen first time

Joel Stein: We’re witnessing a phenomenon Joel has named ‘fameflation’ — the escalating ‘cost’ of attracting attention and building recognition

Dark Horses: Lara Hallam and Hannah Rendell argue fame can help raise awareness, as they reflect on the comedy night ‘Menopause: It’s a right laugh’

MediaCat: The key highlights from the sixth annual Polaris Leadership Summit and the 2024 Polaris Awards in London

Mike Piggott: ‘Are advertisers deserving of gamers’ most precious commodity, their attention?’ Our Executive Editor looks at the rise of in-game advertising

Svilena Keane: MediaCat’s Content & Social Media Editor explores how silly TikTok videos have become people’s favourite ads

Sandy Mair: Why and how should brands leverage young football pros to connect with Gen Z? Brand Partnerships Director at Rising Ballers shares his tips