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for as it is any of us can recall celebrity of smoke as endorsement has been a staple of the marketing landscape and things like this actors actresses musicians and number pop culture icons are always served to promote brands and products this is because they are likable consumers want to relate them and and we as humans ought to be interesting associated that we've had brothers when is the most poignant celebrity in the best case scenario for brands to choose will buy the product the worst case scenario well pictures will be aware that brandy is being worn by the celebrity so here is a Bette Davis in 1951 advertisements for loose kind of Jean booth and this is the perfect time for sharing in these a marketing company we load me what Brown has found that some the number of adverts featuring celebrities as locals in ten years so it's a catch-up celebrity they know it and it's also an increasingly popular strategy to promote consumer goods especially in the fashion and luxury sectors there's a positive impact on stock prices sales and consumer attitudes and intentions that is as lovely being as as long as things go right so the power of celebrity endorsement is even greater now in the eastern edge within a web sorry a 140 character tweet with an attached link can drive hundreds of thousands of consumers to a brand websites in a matter of minutes the stakes are higher because of social media and the fact that any celebrity in said that tweet every day and every moment of the day and night and also this is all three persephone internet is all three and it's covers and an enormous coverage of hylia of basically the reach of consumers and now brands are conscious of the fact that social media is definitely an important and equal to the channel to promote a products in addition to traditional media such as TV to the tears to GTV and a trader so even it was the traditional media lost market share brands are conscious that social media are there and I'm going to say and means this is extremely important today so while the upside the upside and scale of emotional marketing campaigns have increased for luxury and fashion brands the event of social media the down side effects are mostly expansion exponential growth it has become a more recent game for brands to advertise personalities because is the heylia's inappropriate actions of discouraging words from a endorses you can learn to tidy world almost immediately well Kate Moss became the face of high fashion after she finally the Grunch parrying chic look replacing post-arrest models such as an ally Penhall to pressuring the new wave of people more Swedish models everything was going to sleep swimming swimming before not like a boss and the share the campaign's lineup with H&M Burberry and jaw is attempt to classify well she saw the face of Chanel's cook woman with a fragrance however it all came to a screeching halt when London tabloids ran photos of the personal Tim Cook in fashion Reza always cashed on the question on the mostess ponte girl image but when plus ain't gross destructive a strategy they need to do some major damage control H&M was the first to Buddhist ad campaign on the basis that they were doing another charity work with aunty additions and other traditions campaigns but Burberry also announced that they have cancelled the contracts through mutual consent Chanel's campaign would continue uninterrupted where they decided not to renew the contract with mas now we've heard about the skies Allah is guy a lot recently so who my soccer at star whisperers here he earns two hundred thousand pounds a week as a Liverpool FC football player is actually good to move to a club in Spain so in addition is faster sponsorship deals have believed to be in or not in most of money with a a poker sportswear and equipment front and us and beats by Apple now he's actually dividing substantial income from us by now most everyone in the planet is likely to have heard that these people have eaten Italian defendant rotellini on 24 June 30 came and keep a World Cup in 2013 and he has red cushions who has free beat Jesse defend the president even which is a defender of what he's done it three times already everybody was suspended first time ten days now this time there won't be organizational skills fifa as to 2009 games and Fubon simulation training activities into football added as immediately released is that verse sorry immediately replaced an advert on capacity on copacabana beach during the year World Cup featuring the pure white strike up with his mouth open and sweetheart see here and I'm desperate so X person said and adolescent decided to review all marketing activities moving with rise some changes on the ground in Brazil in mating line with history you insert ends with certain artwork being swapped apps today already but they emailed sunlight that that's decided to stick with Suarez and not to terminate the contract but from he it would have had ground to a terminal at agreements let's inside a tape poker actually each I mean even got practice wise and yeah I could have called for of course now she's completely atop his friend as a top-ranked male golfer but in 2009 and things were really derailed for Tiger Woods when he said have it'll strain cool help me think in pictures of impacted many extramarital affairs runnings fiber press so despite the fact that he released a formal apology and try to sit in twice that did not have a lot of effects he'll drop by let's get away tiger uh the brand of the water company axons you mothers and ATT they capitalized on the fact that woods was a precise guy with lot of strength and of his skill his image was shattered idea on his affairs so um yeah so those are three examples one of the biggest examples of how things can definitely go wrong for a celebrity and that could have some impact on the brands that they represent but I mean before we we actually look at the legal effects we've got pushing me to us those says I mean how's that affecting privacy really you know tangibly affecting the brand in terms of figures in what are we talking about here well um this is a picture by the way before we answer this crucial question of we cross a hip-hop American American hip-hop singer with those Reebok products and released the song you all know that date rape with the following really Rick who's Molly miss ecstasy right so good money all in the champagne she ain't even though it took her home and I drug that she ain't even knows the guy was actually very unhappy but we got to drop him well if so sorry actually has done some research and they found out that 27 percent of global citizens say they would consider stopping buying the product if the celebrity who endorses it is reported to be engaging in personal misbehavior and a secret emotion 25 percent who say they have already stopped buying the product for that reason okay well this apparently caught up opium of the global population but how does that affect in fashion and luxury brands in particular well actually it is a big for them or not because I'll go bespoke three to five percent global citizens the proportion of citizens living in countries which are big buyers of luxury in fashion products is very high for example in China 66 people interviewed with actually I've actually already stopped buying a product because it isn't relying celebrity use engaged in this behavior another important product for fashion and luxury brands is the Middle East Saudi Arabia forty percent would have already stopped buying products which were associated with facilities misbehaving so fashion and luxury ones have a lot to lose if one of the endorses celebrity endorsers of some and I think I our intuitive reason to be something else excels the major markets the Asian Middle East and some lots of reputation lots of customers in traditional markets the reactions are less unforgiving so for example data suggests that British consumers are more forgiving of celebrity misdeeds just 6% of the Brits are very likely to stop buying products in the United States 20 percent stop buying products and in France for example my team same Germany so you know it is it is it is a reality it is a reality and brands will suffer especially passionate leading luxury brands will suffer effects celebrity endorsers badly and re by the way and you four reasons why a celebrity would would not fit to be anymore and brand would want to terminate um this is a Montague just a little about it but this is a voltage picture of us actress Scarlett Johnson who has signed an endorsement deal with a health drink company that operates out of the factory in a settlements in the occupied West Bank in Israel I understand that those settlements are considered illegal with an international rule through Israel disputes sorry very easily Israel dispute this so one of the other encourages customers to set the bubble free is a quite funny outgoing on YouTube with her talking about this the SodaStream the SodaStream product so why we add encourages customers to send the bottles free many critics up 30 but Palestinians in the zone are not free has this - picture Oxfam who had has had Johnson as a brand ambassador for the last eight years actually what if you also have anything to do with her it uses her human rights group so suddenly consumer brands who drop drop celebrities it's also non profit organizations you know when the brothers so just don't align with the the message we want to pass on to our world anymore right so it's a good reason for which work for witches in everything doesn't embarrass is risky is due to the fact that if a brand ambassador is overexposed by constant appearance in the media there is no separation between there's a narrative frame and the brand and doors there is risk that's the celebrity will of a shadow of a brand Sparkle and proper example of that is going to Argentina Joey Joey sorry being the endorser of the fashion brand cynjohn which I'm afraid I've never heard of but certain that sparkly must be available so suppose it's very successful in the United States and from 2005 until 2008 she was they ambassador but things didn't work out because with Jolie being involved with puppies and favorite sheeps urine and parenting roles of course the Hollywood industry but also us and peace ambassador which in this makes it right there she was in the news all the time so st. John just dropped her for the reason why you're a celebrity endorsement goes wrong is the lack of coherence between the services personality in the brands that even image Jessica Parker is sorry Sarah Sarah Sarah Jessica Parker is known for your association with high fashion high fashion because of a ruling sixth in the city and when gap chosen her as representative of his brand which is much more into young into your main with the mainstream market ranch him series of Yap products could not identify with facade parker prefers to wear many english an end so gap suffered lots of revenues and they're blessed was fifty we affirmed senior just own so in the fall outs from the Lance Armstrong doping scandal for businesses aligned with him for endorsement or sponsorship deals there was a visual the moment with many brands and Vale advisors started measuring the impact of reputation and brands risks when such relationships with celebrities go wrong a lot of articles and interviews about how to protect the brands were published and breakups then because the am strong case raised additional awareness of risk management's tests businesses can take as they associate themselves the celebrity spokesperson now there are quite a few step I mean I think that there are a few steps to to comply with when you want to make sure that you were endorsement for a celebrity personality is going to work at the first step is to do some due diligence second one I would suggest is negotiate some protective contract terms of goals then first step would be to get some insurance for disability disgrace or death of the celebrity from ongoing monitoring of a relationship with celebrities requested and if necessary make use of the termination rights provided for a new contract and finally have a pre-planned crisis management media strategy in place in case things go pear-shaped now the first step is to research whether the celebrities the proposed celebrity has done and said anything in the past that might harm the brand so it's not just a matter of having video intern researching the internet by googling in the name of 13 and the brand it needs to be for a professional and detail research yeah the agency because very often those grants are those years are proposed by brand agencies and ad agencies apologies so the ad agency ad agency prepares of the celebrity to present the results to the clients a new brand they should assure them that it has done the due diligence and anything else cooked up then the ad agency agency should let the clients either one take the view on whether or not to proceed at least no very important and it's up to them to take the decision when starting to negotiate the endorsement agreement it is crucial to include an undertaking that the celebrity has destroyed all incidents in the past that could affect the endorsement value so this sign I represent have never said Donna in pain in relation to these mysteries in this that's a must-have ingredient in the endorsement contract yet the visor and its advertising agency must also understand and accept the existing reputation of the celebrity the nature of the menu in which is celebrity enjoys an explosive alien celebrity not expect engine light behavior from an Asian actor or a controversial musician for example don't choose French actress shovel in school as a luxury brand ambassador if nudity depiction of unsavory character profanity overnight are a concern for the advertiser as she has and will most certainly continue collaborating with edgy film directs and lands on trees we who shot porn fiction film nymphomaniac is just an example that if it doesn't suit your brand then we cannot ask table interval to stop her acting period because it makes damage runs a celebrity will most likely carve out any behavioral description in suppository legs to a specific role they play in a film television show or on stage so it's matter being realistic and so matter of getting the right match it is essential for luxury in fashion brands to choose it every ten daughters who rely with the values represented by big grant if there is a reason lyma's there is a risk of the celebrity's personal granted kids sing the brand of the product or a company they were hired to promote when properly done an effective service in Boozman can have a massive payoff for a run that far exceeds the cost of creating and building that relationship with a celebrity the most successful athletes endorse me comparing history and one of the immersive sets for celebrity endorsement relationships of all time is the long-running association between Nike and Michael Jordan the Air Jordan shoes and already I've always are always a monitoring the best any basketball shoes every year even though the celebrity has been out of the game for ten years the children ran it out a brand of Nike a Bradshaw blankie that has grossed more than 1 billion dollars this lessons that are carefully selected celebrity partner and the well structured endorsement yield can yield massive benefits for any company especially those that sell branded consumer products so fashion and luxury brands the online environment where brand messages can go viral and be communicated caramel brownie and more affordable investors only fuels its potential so how you think the right and also for a brands well um you have to choose celebrity which better next book sorry who resonates with two audiences the brass core demographic ie its current customers and the brands aspirational demographic the target customers any brand any company that can achieve us between objectives retain existing customers and acquire new customers is a company that is fearing to be successful in the marketplace and not the balance sheets once objectives are established and the endorser models enter my it's time to get started to be a conductor for analysis of the company's core demographic and an analysis of celebrities that have her what hi Lisa no ratings without audience then repeat the same process with the company's aspirational demoparties and identify celebrities that have influenced with that audience finally access whoo stakeholders are in the arrangements outside of customers and prospects and analyze which celebrities of those two lists may need to be animated based on potential conflicts with those stakeholders it is important to note that the stakeholders involved in the assessments include both distributors and retailers there's the selection of the charity should have to enhance those relationships with distributors and retailers given retails of your target audience will learn with either mutaters of your target audience really wants to be associated with a particular artist they would be thrilled if a company from whom of the purchase that they purchased product has a deal with that artist and varies the same principle sorry holds true for distributors who may have a ownself emotional motives for wanting to align themselves with products endorsed by particular celebrities your employees morale as well we go up if they are excited about the celebrity which represents the brands and companies tend to demand more from celebrities they tap in many cases celebrities can no longer flying in for a commercial shoot and then have nothing more to do with the brand now NOAA days where our marketers aspartame hobnob with employees distributors and consumers once missed analysis is complete once we found the endorses who-who are appropriate for your brands it's just a matter of scheduling meetings and working through to target list until the company's lawyers are able to work out a mutually satisfactory agreement with individuals who best align with your brand's values so what is it that you need to be protecting as a brand morals clause that's essential an endorsement contract should states as a celebrity will not say anything the Ferrari or derogatory about the brand or a product sector and other did not engage in any activity or conduct in such a manner which might bring the brand's the ad agency or the campaign into public disrepute or offend public morals all statements regarding the endorsements will be pre-approved by the brand the model Scrolls can be one of the most sensitive provisions in the celebrity endorsements severities caitlin brass must happen but what happens in case of tax code where a barroom brawl or minor offences or charges for serious offenses that are alleged dropped should bad vibe including the morals clause but it depends it down to negotiation of parties but what my world of advice for brands is never never agree to conviction as a trigger to exercise the morals clause the network time between criminal charge and the convention of the other celebrity can be longer than the term of the contract so it's important for brands to actually find some quantitative some some some tangible ways of identifying the type of behaviors that they would not agree to this morals clause should permit termination of the contract in the endorse so decides to use Twitter Facebook into YouTube etc tweet post or upload offensive comments and materials as beauty beauty obligations we've already mentioned this but basically it's the matter of phone the scenario is I'm not wearing some products that your competitors have produced and interesting yet story about that it shuts throughout theater on who was photographed on the number of high-profile events wearing the jaw watch in which other exclusive contract with sweets or to make you remember them well I'm supposed to terminate the agreement over regional news business roles reversed variety calls it's all very well enough of a branch to actually absolutely a request and meant that moral schools but what do ur service agents and celebrity himself ask in return well they asked them for reversible relative clause and therefore in order to be associated with celebrities with corporate partner with for some reason goes through a terminal I thought it'd be cool major role suits corporates handle or even the fact that disgusted the music child labor to make its products so to protect themselves from that celebrities want to have reverse morality clause where they fed and terminate the agreement on these phases suspension and termination another he grows to include in an endorsement agreement to protect brands relates to termination expression and the water content system the branch terminates or suspend the endorsement agreement with a particular celebrity as mentioned before more endorsements agreements include more endorsements ooh first endorsement agreement story includes a morals clause which will allow the branch to terminate or suspend the agreement of celebrity engages in conduct that is criminal or morally repressible as an alternative determination considers including a right of suspension company obligations are suspending and the term of the contract is extended by the duration of the suspension in the event of extending injuries suspension by a governing body think about Suarez in but for the game for my games when you're the legal shades were closed haven't sometimes you can't get these terminations to prevents you can use suspension however be sure to define prima donna and borrow equal to the uncivil behavior so say for what the grand fight already were prehensile means they Lohan may not imagine to you about the case which came up quite recently been Mendenhall versus Haynes I'm sure you've heard about this American brands hangs that does a lot of t-shirts and they also over Grand Junction Chuck in and Russia medical plays professional football as a running back for the Pittsburgh Steelers in America and he answered the into an endorsement agreement with Hank brands parent company of champion the agreement between the paint brands and Mendenhall had immoral schools which originally said that his brand could terminate the agreement Mendenhall was arrested charged way for adhesive for felony or a crime involving moral turpitude disclosed was late to remand it to provide that hangs brands to terminate the contract if in addition to being charged with were convicted for crime mentionable became involved in any situation or our appearance tending to drink methanol into public disrepute contents scandal or ridicule or tending to shop insult or offend the majority of consuming public patrons decision on all matters arising at a section shall be concluded that was an emerging in attitude contract mega Knowles tweeted when President Obama informed the world that Osama bin Laden had been killed by by these forces so methanol posted a series of tweets to cry in the jury but people expressed about his incidents as follows so each we did what kind of a person celebrates death it's amazing how people can hate a man that never even that the man may never even heard speech we've only heard one side I only believe in God I mean we are all is cheering and I really eat the one and on the judge there is not an ignorant bone in my body I just encourage you to think with the hashtag of the world think not unsurprisingly medicals tweets generated a negative reaction especially in America issued an explanation saying that he was anchor AG people to faith these tweets were meant to generate conversation well hatred didn't really think it that way and they issued a statement saying that is that statements peddles statements are inconsistent with the champion brands and they therefore from his be a you know a notional contract and it all soon are starting that paintbrush termination was a breach what the court said was that despite the fact that expert said the contract vested it with discretion to terminated the agreement and if decision should be secondly that shouldn't be taken against by the court the court disagreed and said that this discretion is constrained by Heinz Browns duty of good faith and fair dealing it is now done as amenable to show that hey transactions were unreasonable reasonable or in bad faith and basically the court was quite supportive of the fact that asked her if a worthy of his endorsement clause it was not here cut the fact that turning from contaminated food to the contract on their on the basis of his tweets those tweets didn't show perhaps made in hall and they CP antagonized the wall public etc etc so now it's down to Mezen hall to actually prove to the court probably the second food of the appeal court to prove to the court that the engine runs as sorry that that his tweets were actually just a way to show his his opinion and they were not they were not basically publicly lamenting the brands so no back or liquidated damages so this is a suggestion but it's very difficult to actually have it in the contract because celebrities really really don't want to have this we read up another before but it's possible to actually stagger repayment of her the payments made to her to the celebrities especially to to make sure that they would complete failure judgment obligations and serve the end of contracts but talking which is even more cunning but even more effective is to get to cope robot close let's go back to a lunge control last time strong made 15 to 20 million dollars in 2012 from all these endorsements when his Kendall came out that had been doping all the way through his career the movies endorsement deals were terminated so he's probably eating meeting even coming 2013 is definitely even income in 2014 it's now being banned for life the by the Federation of South Mississippi so if Lance are a strong had to crawl through back rolls in the in his in his agreements you will never have to pay back all the money some parts of the money's detecting you had to her thanks to a grant the very previous years and it's very difficult to have this type of blowback Cruz's set out in agreements with major schools people like a type your bully Dora and your announced a strong pairing off is difficult so maybe this is something get with a second second ranked artists or sorry second off school person second radical school person may be easy easier if they have less less cloud but nonetheless I think that all these brands who had each other and endorsed them not some strong they had negotiated for throwback clothes and they had seen the reluctance of Lance Armstrong to do this I think it would also even the yeah some some some so my dear that that's what he was wrong why does he scare them on sue doesn't want to have a pro backwards if he was going to clean why would you be reluctant to help us another thing that needs to be done if you want to have a pro back clothes is that you need to be some very clear terms in your androgynous agreements as to what type of events are going to trigger contamination and the krobak so again this is that approach to do a good job and to make sure that the artist or the celebrity or the school's person is going to be reassured that he in any case doesn't engage the type of behaviors which are going to trigger the combat clothes but I think as people for his service type of nose is so Brown may look to ensure itself against the rest there are policies such as death disability and distress assurance can provide some recompense they can be very expensive and love you see they do not protect the perception of brand by the public on the money spent on the endorsement if the celebrity's death would significantly impact your marketing program consider obtaining a suitable a lot of insurance policies something like a key person policy to cover his face consider similar issues about the celebrity's disability or injury now I'd like to talk to you about a story that's a an insurance broker told me two weeks ago in Paris he said that it basically is niche future companies who do edits so for example is it's the young one of stances coupled by God today but he also insures luxury brands and we've seen you was telling you about lucky loss and impact of luck in most incidents on stone job basically we had booked a campaign with loss and it was about to be easy to person favorite move over London tabloid sorry vicious habits ran they eat story about how doing coke and so therefore most massive crisis management going on a job and he actually helped them to use their insurance policy to be able to pay for the cost of the glue boards but they had already bought and they were left blank for a few days is they have to find another product to pursue very good news it couldn't run yeah we lost in its report and and it's insurance disgrace insurance was used by job to actually do something some risk management on this on this end another very important thing to do for brands while they are basically as you contract with celebrities to do some on the ongoing monitoring offline online in age of digital media services image can quickly be punished having a knock-on effect of bringing the brand whose products endorses into disrepute for example exhale at this beginning she's a 17 year old virgin girl and she's a welcome back she had a mother in deal with Logan and he was terminated after photos of the team cheering Belgium went viral during the FIFA World Cup fans were outraged where and when exhales exhale posted a photo of herself on Facebook in which he's holding a rifle proudly sitting behind what appears to be a DES Oryx she shot while hunting the caption in reference to a World Cup match red hunting is not a matter of life or death it's much more important than that this was about one year ago ready to hunt Americans today haha after feeling the heat from fans axle apologized in the comment section of her PO saying I didn't mean to offend anyone able to joke while oh yeah laughing actually and the issue statement saying we unused there on a natural basis to produce a video for social media news in Belgium a contract has now been completed so as a brand you need to money for press social medias blogs check the behavior or reports of behavior of your endorses some brands damage mutilation incidences should be in place in the airman but the celebrity's behavior has a detrimental effect on the brand the contract should include obligations on the celebrity to cooperate and use their best efforts to minimize any grunt damage for example attending to press conference releasing releasing statements at the brand's owners request lastly the brands should have a pre-planned crisis an event management Amida strategy the immediate response should be to try to gain some control over how damaging the story is handled and to establish whether or not such allegations are true next the brand needs to decide whether to stand by its celebrity or not for example Mikey drops not a strong because he had been Toby will his life and basically was activities in relation to his field were usually misbehavior but Nike did not drop Tiger Woods because his womanizing was not related to away was paying off so avoid I didn't hear about some Nike / sir the value of his deal of Tiger Woods deal so but is tell me we'd like you to conclude brands need to be better prepared than ever in the digital age that means doing proper due diligence at the outset engaging an experienced professional to negotiate the contract and planning an effective strategy for crisis materializes there are risks associated with celebrity endorsement deals since we are centered around human human beings all of whom are flawed but we price research careful strategizing and sub contract negotiation terms a successful c- nozman deal cap can power a brand new or old to extraordinary levels of tests any questions I think one of the challenges news of social this is when you're looking at a brand that has over the years and it's hobbies audience I've seen examples of relativity uncle brands wanting to gain new audience by partnering with high-energy musical artists and they deem that energy musical over the months when your audience which is true but then they try to impose you know highly restrictive clauses around how that automated behaved in the past and having that open future situation where clauses have been posted out you know you have the word you've never taken drugs or drugs or the cause in tights and completely so understanding and how often certain rock-and-roll bands behind only keep the speaking to doors even yes well why do just the idea of you know we want to do something edgy that we were relatively boring FMCG but it wants to be educated and yeah our lawyers want to impose these conditions were a lot rollback and how do you help clothes manage that disconnect between you know the kind of corporate compliance bruised versus what marketing want to do and do something quite edgy I think is a common-sense not legal it's common sense if it wasn't your priorities guys this there are things you can't negotiate I mean you can't change a person and there are things that may decide to compromise in the artist meticulous proto something but it's very difficult to actually change the behavior someone so if this person doesn't actually have the same values of your brand and you're not ready to take a pun on them then just negotiate waste your time and money and energy you know having some lawyers being from you negotiated is while it's not going to what are your priorities what is the most important do you actually want to happen is that your most important priority is it you want to increase yourself do you think that it has a potential or actually do you want to do you want to basically look not frustrate your core consumer base who would be become offended by this brand rather than also so yes it it's more common sense that Eagles will speak and and I think it's just having oriented to check with your palate which either I or disease its attention in with embrace between deeper the marketing have on our merry and yes your question oh yes it's something like C or illegal steroids I am afraid this there's no would you think this you might have a few of us if anything by the way Yankee general Transocean it tiny to be yourself because they're here about a future with and that but I think that anyway if you have one bad case everybody move in the right way because I think that nobody can be not consumed by a bad girls on and dammit and I think that nowadays the press wait after that to reverse and for R and R and E major devastation is the key the key issue so I feel that we discussed and are able to take the priority of the hostess we will find that your beautiful long term because I really say I think that this kind of endorsement is a long term confronted negotiation in not change the face every year if you want to have a brownie from a relationship between the consumer and the ground the kind of food on CTN good partnerships long-term one you see the answer from a lawyer could you get the sense you know the Moxie in depending on France thank you so much yes so respect to the detrimental effect on the brand language getting into the dirty details that language seats here but what does it mean II mean celebrity side and right inside typically the parties do not want to put in specifics they don't wanna in metrics you know is it doesn't require that the bretton sales actually decrease after this event and I found in our practice that that's a really tricky area from all the perspectives from of our getting perspective from the legal perspective from either side of the island and I'm wondering you know what your constraints is it well there are some key metrics which should be used quite objective such as for example yeah she is excellent show measure the personality yeah right off of the part of personality so I mean but usually but be quite good to actually say well if the Q index of this after all five percent then we have an option to terminate the agreement of course there is a anything related to criminal conviction or a criminal charges I think that I think those are probably some examples of objective metrics can be used are you aware of any other measure that can be used ok the sales metric is particularly difficult yes it was first you have to prove causation you know that it was the 70 that caused the actual reduction in the sales of the brand which is typically very very difficult so my sales that's that's where it's come become their ticket in ago she Asians you know everyone recognizes that there have been something negative performed by the slurry maybe because you will also see you've got some SEO tools sufficient my initial told you tends to degrade the path integrity or or any personal reason and on social medias etc could be quite interesting so to have has a you know the monitoring of accountability of not on this sort of software which made her the series of news app and online principally for music matrix so so you can actually double check whether that's it every to you but Marty's music that was doing very well well if you have a brand or brand have a look at these these metrics for example released binary symmetric then you can also have a objective measurement of the calendar and reputation of this and everything out there so I suppose will be firm so even if that thing quality every revolution it and yet they would paper it we should really come so increasingly easy to have this matrix in place and as I said it's queue index advisement each measure pore size Jarvis Cocker not these Bookman Michael Jackson his stop music with Brad was actually you know tied up with that jobs like that so what was good for the musician me not very good so I'm not really much anything what jobs pretty soft definition tonight lots of brands they want to be almost you know people say well it will be it's been done with Tiger Woods that's almost as well a few days after triggering ever turn it so so if you sales matrix is just not I don't think it's really invisible because cities that means that you have to wait over six months or a year to give that few encounters so so that's that's we proposed and one things like having sales matrix of course good communication plan depend on PR and media investments and I feel that you show up right tellin ya it is also the brand to to make the belongs and the things happened and it is why I am not comfortable by allowing rather when I did with the percentage of the sales between the link between the performance of veteran and Rockies and the link of the stairs we can begin nightmare when you have a program like it like that and I feel that communication and so certain age afraid of gee I don't know yeah we tried to well yes sometimes when celebrity years personal sense of the role Grantham really feel comfortable to do let him go or terminates while he or she's down already it's not because of her offer nothing from betrayer six antisocial me yeah so I agree before the other set sometimes quite good when she let this person go in quite great cetera and I would also suggest perhaps that instead of having the area also the other of the other risk of this determinate said he was already or and Brandon also is already down in the pain Maga I think this analogous being could anyone could thereby everyone if they're being sued especially all the organized situations such as men and haters are the same in the age bracket option this this was a very borderline situation so why not include a pattern arbitration court instead of in quotes course so that you can actually have every issue litigation issue being it looks like why an arbitration committee and so it's it's more costly that education at least everything is strict and exam with much more quickly and in course so won't original pencils in the room think about that having an arbitration because more than 90% of our information etcetera babies yeah I think I'm upset something it is interesting and it's pretty new and we don't have it but I hear it a lot from few places moremore some ambassadors are asking to get termination rights they are not promoted enough by the breath oh I know a few brands were very very good to get an ambassador but they have to provide some warranty independent media so it was okay I you that there are also some nice I don't suppose not are trying to build our own brand and say okay I joined the company as some an agarose with you but I want to describe at least its amount using my face in this part of the world this is pretty new for me we never seen that I know that if you go in fact I think it is that is pretty common in the states or the celebrities you will require certain knowledge additional spin and require not only the percentage how much definitely works out to be a percentage of sales but a specific type of spend and a specific place of spend so you know it's it if you're using the Lassiter net student product sale materials they want control over how that's going to appear where it's going to appear when it's going to appear so they get quite detailed about the spend it's not just enough to have an SMR sideline media tour for instance on the various media they are getting very very specific with their requests with it and then it biscuits into the tracking of the rest in England retinas to be sure that they've got the ability to effectively track it otherwise the grant will say well yes you spent it the smuggler you can say well tell me how we're so it involves more than just the country contractual language we've all that huh being able to show that you've been doing that spend and also perhaps tracking the results so it involves more of an investment and you might ordinarily think in just the X percent of the spend but you have to have its assistance this month so yes thank you so much that when we seen from the states thank you so much for your comments very insightful got content okay you