生
产薯片的Popchips Inc.正在制订新社交媒体的宣传活动，但却没找麦迪逊大街出谋划策。相反，这家仅有三年历史的零食生产商找来了演员兼制片人艾什顿•库彻(Ashton Kutcher)。
以积极使用Twitter而闻名的库彻将负责这家旧金山公司的社交网络营销工作，包括帮助公司在社交网站上创造内容以推广这个年轻的品牌。然而，他说不会出现在Popchips的广告中。
作为协议的一部分，这名娶了黛咪•摩尔(Demi Moore)并在MTV电视台创办了恶作剧节目“Punk'd”的32岁演员获得了Popchips公司的少数股份并被任命为流行文化总裁。具体条件未透露。
这家公司与库彻达成的协议表明商人们在与好莱坞合作并利用明星影响力推广其品牌方面走出了新路。
除了简单地收取费用参演广告并为产品提供支持之外，名流们愈发倾向于达成更广泛的协议，更多地参与其中。
库彻说，听着，无论如何我都会吃这些薯片，如果我能，我为什么不能真的拥有这家公司的股份。一边利用我的形象，一边参与其上层运作。
广告行业人士说消费者越来越成熟，开始对名人推销的产品表示怀疑，从而推动了这一趋势的发展。
好莱坞经纪人公司Creative Artists Agency的商业广告部联合负责人莱舍尔(Steven Lashever)说，这种更深层的合作有着更为真实的一面，有助于使消费者确信这种关系。这种类型的协议是名人与品牌合作的新潮流。
在今年早些时候的一项类似协议中，Lady Gaga被任命为宝丽来(Polaroid)的首席创意长。近期，Gordon Brothers Brands LLC和Hilco Consumer Capital LP牵头的合资公司收购了宝丽来。
这个以服装雷人知名的流行歌星不仅将出现在这家照相机公司的广告中，宝丽来公司说她还将帮助开发新产品。她还拥有这家公司的股份，但公司发言人不愿透露细节。
在今年由Creative Artists Agency打造的另一份协议中，女演员莎拉•杰西卡•帕克(Sarah Jessica Parker)被任命为时尚品牌Halston的首席创意长。这个品牌同样由Hilco拥有。
2008年，脱口秀节目主持人爱伦•德詹尼丝(Ellen DeGeneres)获得了Halo Purely for Pets公司据估计达15%的股份。这是Pegasus Capital Advisors LLP旗下的宠物食品公司。
作为协议的一部分，这名喜剧演员参与公司多方面业务，包括帮助选择宠物食品的新口味。这份协议由经纪公司William Morris Endeavor牵线搭桥。
多年前，好莱坞与美国公司的更深层合作便已开始初露端倪，当时饶舌艺人“50美分(50 Cent)”买入了Energy Brands Inc.的股份。这家生产维他命获得(Vitaminwater)等酷乐仕(Glaceau)品牌饮用水的公司后来被可口可乐公司收至麾下。
迄今为止，这种合作主要涉及更小型公司或新成立的品牌。在许多情况下，这些公司没有更多的资金用于市场营销方面的投资或聘请大牌明星。
然而，广告专家说预计更大型的公司也将达成此类协议。
Suzanne Vranica
以积极使用Twitter而闻名的库彻将负责这家旧金山公司的社交网络营销工作，包括帮助公司在社交网站上创造内容以推广这个年轻的品牌。然而，他说不会出现在Popchips的广告中。
作为协议的一部分，这名娶了黛咪•摩尔(Demi Moore)并在MTV电视台创办了恶作剧节目“Punk'd”的32岁演员获得了Popchips公司的少数股份并被任命为流行文化总裁。具体条件未透露。
这家公司与库彻达成的协议表明商人们在与好莱坞合作并利用明星影响力推广其品牌方面走出了新路。
除了简单地收取费用参演广告并为产品提供支持之外，名流们愈发倾向于达成更广泛的协议，更多地参与其中。
库彻说，听着，无论如何我都会吃这些薯片，如果我能，我为什么不能真的拥有这家公司的股份。一边利用我的形象，一边参与其上层运作。
广告行业人士说消费者越来越成熟，开始对名人推销的产品表示怀疑，从而推动了这一趋势的发展。
好莱坞经纪人公司Creative Artists Agency的商业广告部联合负责人莱舍尔(Steven Lashever)说，这种更深层的合作有着更为真实的一面，有助于使消费者确信这种关系。这种类型的协议是名人与品牌合作的新潮流。
在今年早些时候的一项类似协议中，Lady Gaga被任命为宝丽来(Polaroid)的首席创意长。近期，Gordon Brothers Brands LLC和Hilco Consumer Capital LP牵头的合资公司收购了宝丽来。
这个以服装雷人知名的流行歌星不仅将出现在这家照相机公司的广告中，宝丽来公司说她还将帮助开发新产品。她还拥有这家公司的股份，但公司发言人不愿透露细节。
在今年由Creative Artists Agency打造的另一份协议中，女演员莎拉•杰西卡•帕克(Sarah Jessica Parker)被任命为时尚品牌Halston的首席创意长。这个品牌同样由Hilco拥有。
2008年，脱口秀节目主持人爱伦•德詹尼丝(Ellen DeGeneres)获得了Halo Purely for Pets公司据估计达15%的股份。这是Pegasus Capital Advisors LLP旗下的宠物食品公司。
作为协议的一部分，这名喜剧演员参与公司多方面业务，包括帮助选择宠物食品的新口味。这份协议由经纪公司William Morris Endeavor牵线搭桥。
多年前，好莱坞与美国公司的更深层合作便已开始初露端倪，当时饶舌艺人“50美分(50 Cent)”买入了Energy Brands Inc.的股份。这家生产维他命获得(Vitaminwater)等酷乐仕(Glaceau)品牌饮用水的公司后来被可口可乐公司收至麾下。
迄今为止，这种合作主要涉及更小型公司或新成立的品牌。在许多情况下，这些公司没有更多的资金用于市场营销方面的投资或聘请大牌明星。
然而，广告专家说预计更大型的公司也将达成此类协议。
Suzanne Vranica
Popchips Inc. is creating a new social-media campaign, but Madison Avenue won't be devising it. Instead, the three-year-old snack-food maker has turned to actor and producer Ashton Kutcher.
Known for his avid use of Twitter, Mr. Kutcher will oversee the San Francisco-based company's social-marketing efforts, including helping to create content to promote the young brand on social-networking sites. However, he says he won't appear in Popchips ads.
As part of the arrangement, the 32-year-old actor, who is married to Demi Moore and created the MTV prank show 'Punk'd,'' has taken a minority stake in Popchips and has been named its president of pop culture. Terms weren't disclosed.
The company's deal with Mr. Kutcher shows the novel ways marketers are teaming up with Hollywood to use star power to promote their brands.
Beyond simply taking fees to endorse products and star in ads, celebrities increasingly are looking for broader agreements that offer a bigger piece of the action.
'Listen, I'm going to eat these chips anyway. . . . If I can, why not actually own a piece of the company,' Mr. Kutcher says. 'As my image is being leveraged, I am participating in the upside.'
People in the endorsements business say the trend is being driven by the growing sophistication of consumers, who are becoming skeptical of celebrity pitchmen.
'The deeper relationship, that has more authentic layers to it, helps validate the relationship' in the eye of consumers, says Steven Lashever, co-head of the commercial-endorsement division at Creative Artists Agency, a Hollywood talent agency. These types of deals, says Mr. Lashever, are the 'next wave of the merging of celebrities and brands.'
In a similar deal earlier this year, Lady Gaga was named chief creative officer of Polaroid, recently acquired by a venture led by Gordon Brothers Brands LLC and Hilco Consumer Capital LP.
Not only will the pop star, known for her over-the-top outfits, appear in ads for the camera company, but Polaroid says she will help it develop new products. She also has a financial stake in the company, but a Polaroid spokeswoman wouldn't disclose details.
In another deal forged this year by CAA, actress Sarah Jessica Parker was named the chief creative officer of fashion brand Halston, also owned by Hilco.
In 2008, talk-show host Ellen DeGeneres took an estimated 15% stake in Halo Purely for Pets, a pet-food company owned by Pegasus Capital Advisors LLP.
As part of that deal, which was brokered by William Morris Endeavor, the comedienne is involved in many facets of the business, including helping to select new pet-food flavors.
Deeper alliances between Hollywood and Corporate America began to gain traction several years ago, when rap artist 50 Cent bought a stake in Energy Brands Inc., maker of the Glaceau line of waters, including Vitaminwater. The company was later sold to Coca-Cola Co.
So far, the alliances have largely involved smaller or start-up brands that in many cases don't have much money to invest in marketing or hiring big-name celebrities.
However, ad experts say they expect bigger corporations to strike such deals.
Suzanne Vranica
Known for his avid use of Twitter, Mr. Kutcher will oversee the San Francisco-based company's social-marketing efforts, including helping to create content to promote the young brand on social-networking sites. However, he says he won't appear in Popchips ads.
As part of the arrangement, the 32-year-old actor, who is married to Demi Moore and created the MTV prank show 'Punk'd,'' has taken a minority stake in Popchips and has been named its president of pop culture. Terms weren't disclosed.
The company's deal with Mr. Kutcher shows the novel ways marketers are teaming up with Hollywood to use star power to promote their brands.
Beyond simply taking fees to endorse products and star in ads, celebrities increasingly are looking for broader agreements that offer a bigger piece of the action.
'Listen, I'm going to eat these chips anyway. . . . If I can, why not actually own a piece of the company,' Mr. Kutcher says. 'As my image is being leveraged, I am participating in the upside.'
People in the endorsements business say the trend is being driven by the growing sophistication of consumers, who are becoming skeptical of celebrity pitchmen.
'The deeper relationship, that has more authentic layers to it, helps validate the relationship' in the eye of consumers, says Steven Lashever, co-head of the commercial-endorsement division at Creative Artists Agency, a Hollywood talent agency. These types of deals, says Mr. Lashever, are the 'next wave of the merging of celebrities and brands.'
In a similar deal earlier this year, Lady Gaga was named chief creative officer of Polaroid, recently acquired by a venture led by Gordon Brothers Brands LLC and Hilco Consumer Capital LP.
Not only will the pop star, known for her over-the-top outfits, appear in ads for the camera company, but Polaroid says she will help it develop new products. She also has a financial stake in the company, but a Polaroid spokeswoman wouldn't disclose details.
In another deal forged this year by CAA, actress Sarah Jessica Parker was named the chief creative officer of fashion brand Halston, also owned by Hilco.
In 2008, talk-show host Ellen DeGeneres took an estimated 15% stake in Halo Purely for Pets, a pet-food company owned by Pegasus Capital Advisors LLP.
As part of that deal, which was brokered by William Morris Endeavor, the comedienne is involved in many facets of the business, including helping to select new pet-food flavors.
Deeper alliances between Hollywood and Corporate America began to gain traction several years ago, when rap artist 50 Cent bought a stake in Energy Brands Inc., maker of the Glaceau line of waters, including Vitaminwater. The company was later sold to Coca-Cola Co.
So far, the alliances have largely involved smaller or start-up brands that in many cases don't have much money to invest in marketing or hiring big-name celebrities.
However, ad experts say they expect bigger corporations to strike such deals.
Suzanne Vranica
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