Much more than being present in advertising, there is celebrities that stand out for being part of large companies.
Today, in addition to careers consolidated in the areas that made you famous, celebrities are invited to join and advise companies that, at first, may seem distant from their original fields of activity.
So why do companies invite celebrities to be in their business? For the business administrator, specialist in marketing and founder of REPENSE, Otávio Dias, is due to the “power to move the pointer of the business” that these people have.
What makes a celebrity on a board?
In general terms, a famous person helps companies to make contact with their base, “brands want to hear the opinion of these people”, says Dias.
That is, it is a form of tbring truth and transparency to the speech.
These people, notable in their fields, usually manage to establish very real connections with their bases, generating representation, as the expert explains, who adds: “people like to talk more with people than with brands”.
Thus, deepening the relationship is one of the objectives for the partnership between corporations and public persons, who play the role of actively participating in the company’s decisions – sometimes vertically and sometimes in certain sectors. “The opinion of the celebrity helps to take some positions”, he points out.
However, there are certain risks in such relationships. “When you is linked to a personality, anything can happen”, says the founder of REPENSE, who adds that it is necessary that the brands have the courage to believe in the authenticity of the person, “no one from the your best when you’re not The will”, he concludes.
Plan B: More than one career
Occupying an executive position can be a plan B of career for many celebrities. “To be quite honest, it was already a plan B for many of them”, says the specialist who cites as a case the presenter Xuxa Meneghel, who is a partner in a franchise hair removal.
In addition to other career possibilities, the business world highlights characteristics of these personalities, as Dias recalls: “nnobody it’s just one thing. Celebrities also have their facets”, which questions “why I can only have one way to win cash?”
For him, having more than one source of income brings greater freedom of choice. “If I don’t have a plan A, B, C I will always be hostage to plan A. The limits are falling.”
Celebrities who are company directors
The multifaceted Anitta, in addition to being a singer, is a businesswoman and active in companies such as ambev and Nubank. In 2021, she was announced as a member of the board of directors of the digital bank with the aim of helping to fintech to improve its services and products.
To CEO and co-founder of Nubank, David Velez, inviting the singer to the board of the digital bank was strategic, he declared at the time that “Anitta has deep knowledge of consumer behavior in these markets that she has explored and has a lot of experience in winning marketing strategies. Those skills were key for us to invite her to the Board.”
2. Juliette Freire
Juliette Freire, who was a phenomenon on social media during her participation in the 2021 edition of the program Big Brother Brazil (BBB) — from which she emerged champion —, is now also director of innovation for the special care line of Mondial.
In the brand, it has the function of contributing directly to the development of new products for this category, in addition to providing its image to boost the company, with campaigns and marketing actions.
3. Serena Williams
Serena Williamstennis legend and one of the greatest athletes of all time, is a member of the board of directors of Soraregiant of NFTs sports.
Williams is board advisor of the company, helping in the expansion of the business and in initiatives of diversities, in addition to helping athletes and fans to get closer and closer to the new web3.
4. Marina Ruy Barbosa
Marina Ruy Barbosawho has her own clothing brand, Ginger, is also the fashion director at ZZ MALL, the Arezzo&Cosince 2020.
The actress is responsible for the brand’s fashion strategy, which ranges from the curation and creative direction of the platform and social media content to issues involving branding with the construction and strengthening of the brand.
5. Emma Watson
Since 2020, the famous actress known for playing the little witch Hermione in the Harry Potter saga, has been on the board of the French luxury group Kering, owner of brands such as Gucci and Yves Saint Laurent.
In a statement released at the time announcing its arrival, the company stated that Emma Watson – who is a recognized advocate for women’s rights and a UN Women Goodwill Ambassador – was named director on Kering’s board and chair of the board’s sustainability committee.
In addition to them, personalities such as the singer Thiaguinhowho has his own publishing and record label, and former basketball player Shaquille O’Neala board member of the North American restaurant chain Papa John’s Pizza and an investor in franchisees and other restaurants, are famous who also stand out in the business world.
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