As we learn more about integrated marketing communications, a brand must pay attention to the people it aligns with to reach its audience. If a brand chooses poorly or hastily, a bad choice can have an adverse reaction across an entire campaign. A bad choice can halt an integrated marketing communication plan while marcom professionals strategize to overcome an unforeseen setback.
On December 4, the Academy of Motion Picture Arts and Sciences confirmed actor and comedian Kevin Hart as its host for the 91st Oscars on February 24, 2019. Two days later, Mr. Hart quit after receiving an ultimatum from the Academy to apologize for past homophobic tweets authored by the comedian or step down from hosting one of the most desired hosting jobs in show business. This incident is another complication for the Academy since slightly rebounding after criticism for the lack of nominees of color leading to the 2015 viral hashtag #OscarsSoWhite. Now, the troublesome issue is the Academy’s lack of proper vetting before bestowing prestigious honors on problematic recipients. As the Academy restructures to modernize its membership with a new generation of inductees, infuse inclusivity in all its programming, and renew excitement to improve television viewership, mishaps caused by poor due diligence cannot happen.
In show business, there is a popular saying: “The show must go on!” As of this post, the Academy considers its hosting options for its 91st Oscars ceremony. The latest news is a consideration to forgo a host. This “no-host” idea may be a good option since it is challenging to find a blemish-free person and it is tough to be the second-choice host after Mr. Hart’s scandalous termination. A suggestion is to go with the no-host plan to get the advertising, promotion, public relations, and sales elements on a new course towards a golden Oscars ceremony.
By Reena Patton
9 Responses to *Warning* Brands must choose wisely…