|BABY ON THE WAY: Rancic has become |
a spokeswoman for women's issues
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?