The campaign launches next week with a free book designed and created by WPP's relationship marketing agency rmg:black cat. The book will be rolled out across the advertising community.
The six main values of fame are identified as: television builds awareness; television enhances brands; television drives sales; television associates brands with "must-watch" programming; television advertising motivates staff; and television builds widespread brand affirmation. Each section is supported with an industry case study.
Jeremy Bullmore, the advertising industry veteran and former chairman of J Walter Thompson, has contributed the foreword to the book.
He writes: "What's clear is that famous people and famous things enjoy a status that the unknown don't: we value them more; we will pay more to see them and buy them. And it's also clear that no medium has ever been effective as television at making things and people famous."
Justin Sampson, director of customer relationship marketing at ITV Sales, said: "The launch of the 'Values of Fame' programme is the start of the journey in which we will bring to life the tangible benefits that advertisers can achieve through brand fame."
The pricing of new ad packages will be available from next week, following the launch of the book.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
.jpg)
.jpg)