Monday, April 30, 2012

The reality of women's issues

Posted by Robyn Ungar
BABY ON THE WAY: Rancic has become
a spokeswoman for women's issues
Today's topic on GThink: "Giuliana Rancic: Baby On The Way Via Surrogate For E! Host, Husband," covered by The Huffington Post.

Abstract: Giuliana Rancic, host of E! News and reality TV star, and her husband announced that they're having a baby via a gestational carrier on Monday. Rancic was diagnosed with breast cancer after undergoing two unsuccessful rounds of IVF in an attempt to get pregnant, and chose to have a double mastectomy after receiving the cancer diagnosis. The Rancics have chosen to live their lives in the public eye, and this news comes as a big and happy surprise to their supporters.

The takeaway: Companies' traditional approach of using celebrity endorsements to create a face for their brand is being turned on its head. Strong women journalists are increasingly sharing their personal stories on air, and as a result, raising awareness for issues and causes close to them. This is creating new opportunities for companies to save their pay-for-play dollars and instead form marketing partnerships with journalists and other media personalities who are organically aligning themselves with companies' narratives.

That's what G thinks. What do you think?
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