21 Sep Limelight Media Partners With Shire for Their eyelove(TM) Dry Eye Disease Awareness Campaign Starring Actress Jennifer Aniston
LOS ANGELES, CA –(Marketwired – September 14, 2016) – Limelight Media, a Los Angeles-based boutique entertainment marketing firm specializing in consumer campaigns, has partnered with Shire, the leading global biotechnology company focused on serving people affected by rare diseases and highly specialized conditions, in securing actress Jennifer Aniston as the spokesperson for Shire’s eyelove campaign to raise awareness of dry eye disease. Limelight Media brokered the partnership between Shire and Aniston.
“After reading a recent People Magazine article where Jennifer Aniston talked about over-using eye drops, our client Shire indicated that she would be the perfect spokesperson for an upcoming unbranded disease awareness campaign,” said Limelight Media Founder Wendy Dutwin. “We took this as an opportunity to leverage our connections in the industry to engage Ms. Aniston’s management and bridge the dialog between Ms. Aniston and Shire that resulted in our current partnership.”
As part of their working relationship with Shire, Limelight Media helped secure an agreement with Aniston that included a broadcast commercial, a print media campaign and print interviews to support the campaign. The broadcast commercial began airing August 25 heavily in rotation in primetime and daytime and will continue through August 2017. Additionally, the print ad is currently appearing in many top tier national magazines including Marie Claire, Allure, Elle and Redbook. Aniston also did several print interviews to support the partnership that have received incredible pickup in major publications including Vanity Fair, Elle and Shape. As Shire entered into the world of eye care for the first time, this new talent relationship helped Shire make a true impact and inspire women to chat with their eye doctor about dry eye disease.
“Over the years, a real collaborative partnership has developed between Shire and Limelight,” says Victoria Noble, VP, Head of Marketing, Ophthalmics at Shire. “Wendy cultivates a team-approach and she has a seat at the table throughout the development of an idea. From identification and negotiation, to landing on the optimal final creative product, Wendy is there at every juncture providing ideas and counsel. Wendy and the team at Limelight are top-notch — the best in the business.”
Limelight Media brings an in-depth knowledge of FDA and medical, legal and regulatory procedures to numerous pharmaceutical campaigns and has collaborated with Shire on many of Shire’s recent celebrity campaigns, including securing tennis star Monica Seles for their Binge Eating Disorder campaign and Maroon 5 and ‘The Voice’ co-star Adam Levine, actress Holly Robinson Peete, and MLB World Series Champion Shane Victorino for their ADHD campaigns.
The comprehensive services Limelight Media provided included thorough vetting to ensure the celebrity met the client’s highly selective criteria; negotiating the terms of the deal with Aniston’s representatives; drafting the offer letter and long form contract with assistance of Limelight’s entertainment legal counsel; assisting with advertising and PR services; and serving as talent liaison throughout the entire campaign. Read full article on Yahoo Finance here.