SBD/October 31, 2011/Marketing and Sponsorship

Pacquiao Signs One-Year Deal To Promote Hennessy For Reported $1M

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Pacquiao will do photo and video shoots for Hennessy in Philippines in early December
Multi-faceted boxer Manny Pacquiao has landed a spot in another broadly-distributed North American ad campaign, signing a one-year deal to appear on behalf of top-selling Cognac brand Hennessy. Pacquiao will appear in both TV commercials and print ads, which will showcase him in and out of the ring. LVMH Moet Hennessy, the Paris-based luxury goods conglomerate which also includes Louis Vuitton and TAG Hauer, will pay Pacquiao about $1M, a source said. Pacquiao, who earlier this year was the face of the ill-fated Hewlett Packard tablet computer, will do both photo and video shoots for Hennessy in his native Philippines in early December. The campaign is scheduled to break in January. Pacquiao signed the deal last week in L.A., where he is training for his Nov. 12 fight against Juan Manuel Marquez. "Hewlett Packard led the way into tier-one brand alignment for Manny Pacquiao," said Lucia McKelvey, Pacquiao's deal agent at Top Rank. "That really changed the landscape. Large brands now feel comfortable with him. They love what that campaign did and now they want him. He is going to hit that multicultural fan base like no other global, high-profile athlete can. He embodies so much and he's so versatile in what he can do." It is that versatility -- boxer, recording artist, actor and Phillipine congressman -- that attracted Hennessy. Hennessy earlier this year switched creative agencies, moving from WPP's Berlin Cameron to Droga5, the independent shop run by former Publicis Chief Creative Officer David Droga. That agency's recent work includes an acclaimed campaign for Bing that paired the search engine with the release of the Jay-Z autobiography "Decoded."
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