It’s been while since i was inspired to write a post. A combination of too much work, not enough time and little that seemed to warrant a post. But my, how that changed when i had a quick flick through Brand Republic and saw this.
Lets just read that headline one word at a time: Manchester City appoints Endemol to promote global brand
That’s a sentence i would never, in this life time, expected to see.
Not many have taken the recent history of Manchester City that seriously. But this is a whole new level. It really does take the club and take it to its logical conclusion: reality show. Its the only thing Endemol really know how to do well.
Can we expect to be voting Mark Hughes out to boos and sensational Sun headlines in the new season? Some may say that was going to happen long before Endemol were on board, although having Davina at Eastlands could be a new twist.
However, i think there is something missing in the article. Endemol doesn’t do brand work. It creates formats and content. It does Entertainment. And it does it very, very well. Admit it, you like the odd fix of that Endeol drug. I still twitch that Charlie Brooker works for Endemol…
However, It doesn’t dirty itself with agency work (hence why Poke are there). They must have convinced MCFC that their is inherent value in their ‘content’ that can be packaged and made into various ’shows’ around the world. With the IP retained by Endemol of course…oh yes, they don’t sign that away. Too valuable, it’s their core business – secondary sales of second hand content.
The thing i am interested in is, growing a brand through entertainment. Now, i have a vested interest here, Sapient have an Enterainment group. So I can see the logic. I really can. But Endemol know nothing about actually selling product, nothing, as it were about modern online marketing. You can argue that what’s what Poke are there for. Poke do great creative, campaign site. I’m a bg fan. But hard core eCommerce and the like i don’t believe is their core reaason for living.
I think that MCFC have bought the Robhino as it were. A big money signing, hoping for an impact.
I’m going to watch it though my fingers, half not wanting to see it, half not being able to tear myself away.
Would it have been different if it had been Manchester United? Maybe. But you get the feeling Old Trafford isn’t up in the board room, Fergie giving the Glazers the hair dryer treatment… ‘get Rooney on Wipeout, Rio on Screen Burn and i’m off to Elstree’.
I’m fascinated and horrified all at the same time.
Funny post! It’s probably tied into the Endemol Sports division which they have high hopes for. They represent the Dutch league and aim to help them achieve better rights deals etc. They brought in a couple of guys from IMG.
I won’t comment but maybe they’ll get better with practise?! I still like the “Football club as reality show” and you know it will happen eventually! Don’t fight it. Just sit back and watch the rollercoaster. If I was a fan of the club involved I’d hate it.
Hope all’s well!