Marketers weigh in on cachet of 'American Idol' finalists
NEW YORK -- Arkansas native Kris Allen took the American Idol title, but marketing experts say Adam Lambert has the edge in selling.
The all-American Allen may be too forgettable to help pitch products, while Lambert's edgy appearance makes him one to remember.
"He's glitter and glam rock," says Patrick O'Neill, an executive creative director at ad agency TBWA/Chiat/Day in Los Angeles. "Putting him in something would get twice as much attention as Kris Allen. I was relieved that Adam didn't win, because now he really has a chance of legitimacy."
Lambert's on-stage presence and persona make him well-suited for promoting sunglasses, spirits and fashion. Allen could pitch blue jeans and beer but might be too vanilla, marketers say. That level of comfort might land Allen more endorsements — but not ones that stand out.
"If a marketer jumps on Adam for the right product and right audience, he will be more successful. Adam has a point of view," says Nick Bishop, CEO of ad agency DDB West. "He has the ability to deliver a message that's more credible because he really strikes a chord."
As Idol history has shown, it's not always the winner who strikes a chord. Kelly Clarkson, Carrie Underwood and Jordin Sparks stand out as household names. But Chris Daughtry and Jennifer Hudson have become as big, or bigger, stars without winning — or making the finals.
"Adam may have the potential to take off sooner and quicker because he didn't win," says Elizabeth O'Neill, senior vice president of marketing and business development for The Beanstalk Group, a marketing consulting firm. "There are probably certain restrictions to what you can do as the winner."
Lambert's other plus: the ability to change looks and sounds. "He's like a chameleon. He can adapt," says Ryan Schinman, president of Platinum Rye entertainment, which pairs up brands and endorsers.
"He's a little more controversial," Schinman says. "But at the end of the day, this is a guy who is going to deliver in the world of endorsements and appearances."
