"Careful Who You Sleep With" -Fresh Business Thinking

By Louise Findlay-Wilson

Why did Matt Cardle win the X Factor? Sure he sang well and he'd been the front-runner for weeks. But something happened in the final that nailed it for him...


His partnership worked...

When he sang with Rihanna she towered over him by some measure, and looked like she'd eat him for breakfast, but this didn't diminish him. Indeed he looked like he'd enjoy it if she did! The moment he looked her up and down appreciatively, then looked her in the eye and sang his top notes, I knew he'd won. We were reminded that he might be an 'ordinary bloke' but was masculine, confident, a good singer ...a winner.

In contrast the gorgeous, likeable Rebecca Ferguson - arguably with the better voice - had a partnership with Christina Aguilera that didn't work. With one classy and the other brassy, their brands didn't fit! And damningly, Rebecca looked star struck. As she looked on in awe at the peroxide warbler, we were all reminded that Christina was the star here (albeit a faded one), and Rebecca was the wannabe. It worked for Christina but not for Rebecca!

As for One Direction's pairing with Robbie Williams, this was a fundamental error on Simon Cowell's part. His group looked like enthusiastic puppies not entitled pop stars! Sure the 'boy band fit' was good, and they had lots of confidence, but with Take That in the ascendance at the moment it made me think (and lots of others I'm sure) who needs One Direction, when we've Take That!

Interestingly Cher's pairing worked well. It fitted with brand ' Cher.' She was confident, comfortable with Will.i.am and held her own on the stage with him. Indeed it was a genius partnership. But it couldn't do....it all. It wasn't going to make her more likeable or mainstream enough for the zillions watching in their homes.

There are PR lessons to be learned from all of this. Partnerships (be they joint initiatives, sponsorships, co-branding opportunities) can be a valuable part of a PR campaign but only if you 'sleep with the right people....

* Have a clear strategy for why you are partnering with them
* Ensure the connection says the right things about YOU
* Your pairing should reinforce your brand's messages
* Your brands must fit and look comfortable together
* Even if your company is smaller, you must be able to hold your own
* Don't partner with some who makes you look small, diminished
* Just because it works for them, doesn't mean it will work for you
* Don't expect it to solve all your PR problems

"There Will Always Be the Critics-Toya World"

Simon Cowell signs Rebecca Ferguson…

Posted by Toya 

Rebecca Ferguson has a bright future ahead of her…

We knew she was going to get signed because the runner-up NEVER goes without. Apparently, the 24-year-old mother of two has been snagged up by Simon Cowell. Reportedly, she has signed a lucrative record deal with his Syco label. It also seems she is making the most out of herX Factor money because she was spotted house hunting in her native Liverpool this week. The music mogul has also signed up boyband One Direction, whom he mentored in the talent show, as well as wannabe teen rapper Cher Lloyd.

Watching her perform is as entertaining as staring at a packet of potatoes. I understand she’s not an entertainer but when she performs, she hardly moves. It’s as if someone glued her there. A little charisma wouldn’t go amiss. However, I love her voice, so whilst I’ll support her musical endeavors, you can count me out from attending any of her concerts. In any case though, a congratulations is in order. Her signing was well deserved.

"Rebecca Gets Signed by Simon Cowell -Liverpool Echo"

UPDATED: X Factor's Simon Cowell signs Liverpool's Rebecca Ferguson to his Syco record label as she house hunts in city

Dec 15 2010 By Tina Miles

MUSIC mogul Simon Cowell has signed X Factor finalist Rebecca Ferguson to his Syco record label - as the starlet went house hunting in Liverpool.

The X Factor boss acted quickly to secure the singer with his label after being blown away by her talent on the show.

And the ECHO can exclusively reveal Rebecca has already taken her first steps towards her new life.

Rebecca, from Anfield, returned home today to shop for an extra special Christmas present for her and her children - a new Merseyside base.

Today the single mum told the ECHO she was scouring city centre and Allerton estate agents for a "nice house" for her and Lillie May, six, and Karl, four.

The 24-year-old said: "I was so teary eyed when I watched the live broadcast from Liverpool on the X Factor final. It is lovely to be back home."

She tipped the ECHO off earlier this week that she could be signing a lucrative deal.

She said: "I have a day meeting with management. I imagine there will be interest and I will find out about contracts.

"It would be amazing to record my own album. I like to write my own songs."

Sources close to the record label confirmed Rebecca’s signing to the ECHO.

Boyband One Direction and teen rapper Cher Lloyd also joined winner Matt Cardle by signing contracts with Simon, 50.

Last year he only offered runner-up Olly Murs a contract apart from champ Joe McElderry.

Today Rebecca’s family said they were confident her future would be bright.

Rebecca’s brother Sam Ferguson, 21, was helping his sister choose her pad.

He said: "When Becky got in the final two I knew either way she was going to do well. I knew the offers would come in. The way I look at it is she’ll probably end up getting the best deal out of it"