Novak Djokovic

Novak Djokovic and Anne Casabonne: same fight


Every Monday, Pierre Gince, president of Mesure Media, presents a recent Good media show or… Bad show!

What is the common denominator between tennis players? Novak Djokovic and actress Anne Casabonne?

In recent weeks, both have relied on their public reputations to express themselves as citizens. This is their right. However, were all effects analyzed before their location was taken?

Their fight against the vaccine linked to COVID-19 has put the rest of their careers at risk, as have their roles as brand ambassadors. And nothing seems to stop them, quite the contrary!

Here are some communication-marketing lessons that came out of it…

last Wednesday LaPress+ , Serge Chapel contributed to the loss of reputation.Anne Casabonnewith this “fist” cartoon. According to this Media Measurementperformance score is –40% out of -200.
Image source: LaPresse+

Getting lost behind the characters: is it still possible?
In Quebec, there is consensus on the actor’s acting talent.Anne Casabonne.

Why ? Because on the small and big screen, just like on stage, it’s disappearing in favor of its characters. he wasn’t there anymore Anne Casabonne but rather Claude a difficult timea prisoner who has had a complete mastectomy Unit 9 and a prostitute without an appointment.

If she’s not selected at the next by-election at Marie-Victorin, can she still manage to lag behind the characters?

Before the public can decide, it is the publishers who are responsible for assigning, managing and producing roles and who will decide. However, the cultural milieu doesn’t have much to do with culture – to put it mildly. Conservative Partyrelated toEric Duhaime

In recent years, he has been one of the exceptions to becoming a cultural brand ambassador. But last fall, following controversial comments about vaccines, Collaboration with Accès Pharma ended too quicklyand he’ll probably never be an ambassador again… because the “girlfriend” he embodied has become toxic to brand managers.

Unfortunately, MOTHER CASABONNE IS TOXIC TO BRANDS.

Evidence ? Even if he has a greater reputation than his leader Eric Duhaime In the past few months on social media and in interviews since last Monday, she hasn’t shown that she’ll manage to channel her credibility and expertise as an actress into the political realm.

RESPECT IS A THING. RELIABILITY AND EXPERTISE ARE MANY DIFFERENT.

in an interview with Paul Arcand(open -150%, relative to Media Measurement ) and elsewhere, it was sad to hear and read his rambling, shallow talk.

mother casabonne 2

Not surprisingly, the columnist Sophie Durocherfailed to enter politicsAnne Casabonne . -120% performance points.
Image source: Journal de Montréal

Quotation
Image source: Cision

Why are you intentionally leaving 1?private World ranking?
For the past few days – and despite now being world number one in tennis – Novak Djokovic He could not decide if he could retain the right to reside in Australia…

So as written Mathieu Boulay in Montreal Magazineand Quebec newspaper, Djokovic could pay dearly … his stubbornness.

Novak Djokovic He didn’t have the last word. His Australian visa was revoked and he returned home. No matches, no victories, no titles and no records. His brilliant career is now tainted. His great victories were suddenly devalued. »

This report tells us in 2021, Djokovic He pocketed $30 million with sponsorships. It’s huge!

It is also at risk. Because it’s a known fact: managers associate their brands with personalities that embody the values ​​that are agreed upon and positively featured in the media. Also, they quickly walk away from any discussion.

Novak Djokovic

For the attic: https://www.nytimes.com/2022/01/15/sports/tennis/novak-djokovic-australian-open.html

All over the planet, the athlete’s vaccination situation was condemned, which created a reputation deficit of several million dollars!
Image source: New York Times

Novak Djokovic 2

stubbornness of the “citizen” Djokovic It already has a direct impact on his status as an athlete and on his bank account: Lacoste terminated its partnership – which may cause other brands to abandon it.
Image source: World of Tennis

Where does this stubbornness come from, which the media nicknamed “Novax” when it invested in a Danish biotech company to find a vaccine against COVID-19 in 2020?

DJOKOVIC CHOOSE TO PUT THE CITIZEN BEFORE THE ADULT ATHLETE. THIS RIGHT — ABSOLUTE IN A DEMOCRACY — CAN COST HER… TENS OF MILLIONS OF US DOLLARS!

Help !
What is often surprising when and during crises occurs is how much expertise there is in crisis management.

Not all communication strategists have had to deal with crises and… now is not the time to improvise. And on the contrary, reliance on such external expertise is not a sign of weakness: it is a specialty of most PR firms!

In these two cases… Who is surrounding? Anne Casabonne? who surroundsNovak Djokovic?

The added value of crisis management specialists is for both personal and professional interests of personalities. You still need to know how to recruit them and be humble enough to listen to them…

To remember :

  • income Anne CasabonneandNovak Djokovicthey have nothing in common… other than that: they’ll both bet everything on a game they can’t possibly win…
  • In any crisis situation, it is imperative to call crisis management experts!



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