Gwyneth Paltrow deal activation
The team behind an early stage meditation app called Moments of Space approached us to help influence one of Hollywood's most famous names - Gwyneth Paltrow - and to lead, manage and execute the commercial deal to bring her as part of the business. They wanted audience and we felt we could get them that audience in a different way; through a celebrity activation.
As serendipity would have it, we were actually staying with Gwyneth's manager out in LA in the coming weeks, so we took the proposal out to the West Coast to initiate the deal. A Tier-1 Talent like Gwyneth commands millions of dollars for any established brand endorsement deal, so to attract her in such a way where she would wish to take an informed bet and become a significant part of a fledgling but ambitious startup isn't part of the standard Hollywood playbook. But out we went with wings and gusto.
We got straight out the blocks; within 30 days, we got to Heads of Terms. Gwyneth's excitement about the opportunity became more and more apparent after each engagement. We always felt this would be a perfect portfolio inclusion in a wellbeing space Gwyneth has always been so incredibly passionate about. We hosted a meeting in LA where the whole team met with Gwyneth and it was here the spiritual connection was made. A few months of thrashing out the deal with lawyers, the momentous deal was done. Gwyneth Paltrow joined as Global Community Director of Moments of Space with a treasure trove of commitments and responsibilities agreed which will take Moments of Space to the highest level possible.