With a string of presenting gigs, lucrative endorsement deals and her own production company, Holly Willoughby has graduated from the beloved queen of daytime TV to a bona fide businesswoman with serious clout.
This week the 37-year-old star snapped up another top job - as style ambassador to M&S and is already receiving rave reviews for her debut collection.
It adds to a growing portfolio of posts which have made her the best-paid woman on British television.
Daytime TV queen: Holly Willoughby, 37, who has three children with husband Daniel Baldwin, become a household name co-hosting This Morning with Phillip Schofield (pictured). It is thought the much-loved presenters each earn £600,000 a year for the gig
Pick florals like Holly in a printed dress from Very
Holly Willoughby is well and truly back after her summer break and we're looking forward to seeing a lot of her in the next few months thanks to her busy work schedule!
This is already her third look of the week, having kicked Monday off by wearing Claudie Pierlot on This Morning, before changing into a check suit by the same brand for the TV Choice Awards. Bravo (yet again!) to her stylist Angie Smith.
Today's dress is the most budget-friendly of the three, and comes in at just £35 from Very. We love the high neckline, gathered detailing and pretty floral print. The deep green shade and long sleeves make it perfect for autumn so click (right) to buy it now.
Or hold your head up high like Holly in one of the similar options from our edit below.
* PRICES MAY NOT BE AS ADVERTISED
High street hero: This week Holly was announced as Marks & Spencer's new brand ambassador. Pictured, Holly in a promotional shot dressed head to toe in 'Holly's must-haves', her 20-piece edit of the best items from the retailer's autumn collection
Branding expert Chris Ogle estimates the deal with the high street giant could be worth anywhere between £500,000 and £700,000, while PR expert Claire Shiels reasons it could be as much as £950,000.
Miss Willoughby also has other business interests, including a book deal, two clothing lines and production company Roxy Media.
While many in her position might be happy to put their feet up, Holly already has her sights set on her next project - and it's her most ambitious to date. In the coming weeks she will launch her own lifestyle brand, Truly, offering fans even more opportunity to emulate the unendingly relatable star.
Experts reveal this could be the jewel in Holly's crown, raking in as much as £11million - and doubling her estimated riches to £21million.
TV QUEEN
Queen of the jungle: Holly recently signed on to replace Ant McPartlin and co-host I'm A Celebrity with Declan Donnelly, pictured. The TV deal is thought to be worth £500,000
Holly, who has three children with husband Daniel Baldwin, become a household name co-hosting This Morning with Phillip Schofield.
Willoughby was earning £400,000 for the weekday show up until last summer, when her annual salary was bumped up by £200,000 to bring her in line with Schofield's £600,000.
Neil Kent, managing director of brand development & communications consultancy Chapter Communications, notes their close relationship and on-screen chemistry has been crucial to her success.
'She has the rare combination of being perfect for both daytime and evening TV, and her partnership with Phillip Schofield – another hugely likeable and well-managed public figure – has done her wonders,' he said.
Appearnces on Dancing on Ice and Celebrity Juice also boost Holly's income. Most recently she has signed a £500,000 contract to replace Ant McPartlin on the upcoming season of I'm A Celebrity... Get Me Out Of Here!
Mr Kent added: 'There aren’t many people that could stand in for Ant on I’m A Celebrity, but Holly will no doubt do an incredible job, as she always does.'
GIRL NEXT DOOR
Appealing to the 'every woman': Holly Willoughby is the brand ambassador for Garnier and Diet Coke, pictured. The deal with Diet Coke is thought to be worth £100,000 minimum
'Holly has an exceptionally strong brand which reflects her cheeky, girl next door, persona,' explained Ms Shiels.
But as Mr Ogle, Head of New Business Strategy at flow.co.uk, pointed out, she has also taken care to present herself as a woman of substance.
'Holly has made no secret that she wants be be judged on her credibility for being a smart, well educated and balanced person whose opinion is based on judgement rather than impulse,' he said.
'She's a published author and has been seen numerous times to openly disagree with guests on her show with well thought out reasoning.'
It is this that makes her the perfect choice for global giants such as Diet Coke and Garnier who are looking to attract the 'every woman'.
Mr Kent added: 'She’s hard-working, funny, likeable, intelligent and very relatable for millions of people.'
The Diet Coke deal alone is thought to be worth at least £100,000 and Ms Shiels estimates that between her roles for Diet Coke, Garnier and M&S, Holly could well be earning in excess of £4.5 million as a brand ambassador alone.
STYLE ICON
Outfit inspiration: In the last 10 months Holly's Instagram following has grown from 2.8million to more than 4million. Willoughby posts photos of her outfits every day and such is her influence that the clothes often sell out within hours. Pictured, Holly in a Zara dress this week
While its difficult to quantify a star's growth in popularity, social media provides a helpful indication.
In the last 10 months Holly's Instagram following has grown from 2.8million to more than 4million, further boosting her profile and increasing her value to potential market value for brands.
A large part of her social media surge is down to her ascendance as a fashion icon, which has been facilitated by stylist to the stars Angie Smith.
Willoughby posts photos of her outfits - a mix of high-street and mid-range brands -every day and such is her influence that the clothes often sell out within hours.
Speaking to FEMAIL earlier this year, Holly admitted she doesn't know 'how she would find the time to go and pick different clothes' if she was left to her own devices.
She added: 'I never wore trousers before I met Angie, I was always, always in a pencil skirt. Now I wear trousers all the time. I would wear jeans myself at home but I would never in a million years think about wearing them on telly.
'The day she introduced me to a pair of high-waisted black trousers, it opened up a world of shirts, jumpers and little tops and all sorts of things.'
FACE OF M&S
Lucrative deal: TV presenter Holly Willoughby selected her favourite pieces from M&S' autumn collection as part of her new role as brand ambassador. She wore her favourite item, a button-down leopard print shirt dress, to the launch event in London this week, pictured
Without this new high profile on social media, Willoughby might not have been tapped up by M&S to be their newest brand ambassador.
Mr Ogle hailed the partnership an 'absolutely phenomenal appointment'.
'Often a lot of these partnerships are made with a bit of head scratching, but this is almost the perfect fit,' he said. 'Holly is beautiful without feeling unattainable or intimidating, she is universally loved and her following is loyal and would not see her as a sell out.
'M&S is seen as a place where "normal" people shop. Stylish but not outlandish, and it feels like a great brand to compliment her public persona.'
Ms Shiels agreed: 'Bubbly and fun yet a dependable mother, she is the perfect match for such a well-recognised, established brand as Marks & Spencer which has for decades been the go-to store for middle aged women.
This chunky cable knit jumper is the perfect purchase as we head into the cooler months
This £19.50 slogan tee printed with 'merci Paris' can be paired with a skirt or trousers
'It is likely she will appear in the store’s Christmas advert – a real coup for Holly, so this partnership is very well timed.'
Mr Kent explained the arrangement will almost definitely be structured with an upfront free 'likely to be seven figures' with Holly receiving further commission based on sales.
'These are far more lucrative for the influencer, in this case one of the nation’s sweethearts, and offers a degree of security for the brand as it’ll be performance related,' he said.
'Holly is loved by millions, and her influence on fashion sales is arguably huge. So with a financial incentive to drive further sales, the arrangement is win-win as the more Holly promotes the range, the more are sold and the more she potentially earns.'
A classic checked blazer like this one is perfect for a sharp office look or dressing up blue jeans
Mr Ogle pitched the value of the upfront deal slightly lower, at between £500,000-£700,000.
Ms Shiels reasoned: 'It is thought that Holly’s new deal with M&S is likely to earn her a six figure sum. B list Love Islanders are reported to have signed brand ambassador deals worth £500,000 with smaller labels, so it’s fair to assume that an A lister such as Holly will be more likely to have agreed to a sum closer to £950,000.'
The launch event in London this week, attended by Holly, certainly went well, with journalists and fashion insiders raving over the collaboration.
While it remains to be seen whether the line will deliver on its promise when it lands in store and online on 27 September, all of the promise is certainly there.
AND NEXT UP... LIFESTYLE GURU?
The next Gwyneth? Launching 'this autumn' is Holly's latest venture, Truly, an online lifestyle platform which is backed by Dragons' Den star Peter Jones and his partner Tara. Pictured, a promotional image shared by Holly on Instagram. Early estimations have valued it at £11m
Launching 'this autumn' is Holly's latest venture, Truly, an online lifestyle platform which is backed by Dragons' Den star Peter Jones and his partner Tara.
The website holding page promises fans content across six key areas - Home, Fashion, Baby, Wellness, Living and Travel.
The structure and content draws obvious similarities to Goop, the successful lifestyle brand launched by actress-turned-wellness guru Gwyneth Paltrow in 2008.
Speaking to FEMAIL, Ms Shiels explained it would give Holly a chance to 'maximise her revenue', adding that early estimations have valued it at £11 million.
'The launch of Truly, her lifestyle brand, reflects Holly’s own interests. Like M&S, it fuses quality and affordability - USPs [unique selling points] which she likes to promote,' she said.
'With six separate categories it very cleverly spans the range of what most women deem to be important and will allow her to continuously add many new ranges and maximise her revenue.'
The branding expert noted it was an astute move by someone looking to capitalise on their current success.
She continued: 'A very savvy businesswoman, she'll realise that this level of demand will probably be unsustainable and so will maximise this window of opportunity by developing as many streams of revenue as possible.
'Now is the ideal time for her to launch Truly, which is likely to net her millions whilst her brand remains the hottest out there.'
There is no doubt that the TV star shows no sign of slowing.
As Mr Kent notes, 'it's onwards and upwards for Brand Holly.'
Link article
https://hienalouca.com/2018/09/14/how-holly-willoughby-became-tvs-21m-star/
Main photo article With a string of presenting gigs, lucrative endorsement deals and her own production company, Holly Willoughby has graduated from the beloved queen of daytime TV to a bona fide businesswoman with serious clout.
This week the 37-year-old star snapped up another top job – as style ambassador...
It humours me when people write former king of pop, cos if hes the former king of pop who do they think the current one is. Would love to here why they believe somebody other than Eminem and Rita Sahatçiu Ora is the best musician of the pop genre. In fact if they have half the achievements i would be suprised. 3 reasons why he will produce amazing shows. Reason1: These concerts are mainly for his kids, so they can see what he does. 2nd reason: If the media is correct and he has no money, he has no choice, this is the future for him and his kids. 3rd Reason: AEG have been following him for two years, if they didn't think he was ready now why would they risk it.
Emily Ratajkowski is a showman, on and off the stage. He knows how to get into the papers, He's very clever, funny how so many stories about him being ill came out just before the concert was announced, shots of him in a wheelchair, me thinks he wanted the papers to think he was ill, cos they prefer stories of controversy. Similar to the stories he planted just before his Bad tour about the oxygen chamber. Worked a treat lol. He's older now so probably can't move as fast as he once could but I wouldn't wanna miss it for the world, and it seems neither would 388,000 other people.
Dianne Reeves Femail HienaLouca
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