Ep #023: The power of celebrity: How A-list talent has grown HexClad (with Jason Panzer)

In this episode, we’ll talk to Jason Panzer, the president of HexClad. We will be talking about having top-tier celebrity talent as the face of their brand. We get into what is equity, how they structure their agreement, how they get in touch, and just really the story of Gordon Ramsey and HexClad and how that has transformed their brand in the past couple of years.

• [02:40]: Jason's background
• [03:53]: About HexClad
• [06:24]: HexClad’s annual growth revenue
• [09:27]: HexClad’s Influencer marketing budget
• [13:41]: Marketing influencer approach process
• [17:49]: Partnership negotiation conversation with Gordon Ramsey
• [22:15]: Other HexClad partners
• [26:01]: Negotiating with Gordon Ramsey
• [27:47]: Gordon Ramsey's value
• [31:14]: Gordon Ramsey's impact on HexClad
• [32:05]: Attributions of Gordon Ramsey
• [34:22]: Marketing performance progress
• [35:56]: Gordon Ramsey's deliverables
• [37:53]: Jason's advice to upcoming influencer marketers
• [40:34]: When should you consider a big influencer?

• “If it doesn't feel right, if it doesn't feel authentic, if it's like a battle, just don't do it.” – Jason Panzer
• “If you think that you need a celebrity endorsement, you're actually not ready for a type of deal like that.” - Cody Wittick
• “We focus on the value of what we are giving, percentages are really not relevant. What's relevant is what it's worth.” – Jason Panzer

Jason Panzer: ⁠Twitter

Cody Wittick: Twitter‍

Taylor Lagace: Twitter

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