Players hire image consultants and cuddle up to the cameras, all prompted by a league bent on engineering false perceptions.
The company hired an image consulting firm, Landor Associates, which developed a long list of possible names and helped the company winnow it.
Before FCB San Francisco was hired, the image campaign and public service announcements had been handled by Vigilante in New York, part of the Leo Burnett Worldwide unit of the Bcom3 Group.
Mr. Humala, 48, has swapped his red T-shirts for a jacket and tie, hired Brazilian image consultants and has rethought his public admiration of President Hugo Ch z of Venezuela, instead drawing inspiration from Luiz In?o Lula da Silva, a moderate leftist and former president of Brazil.
Many also wondered why the museum was selectively adding employees when it could not afford to pay the ones it already had, and why the museum hired an image consultant at great expense to "make it a more visitor-friendly museum," as one employee said, speaking on condition of anonymity.
The league hired Getty Images to distribute NBAE's photos, including the one in which Arenas was caught joking with his teammates.
Part of its ability to track and understand trends across the visual web comes via its image recognition technology, which Piqora now plans to improve by hiring more image recognition engineers.
If the computer industry were a celebrity, it would hire an image consultant.
"Earlier this year," he told me, "I convened a meeting of a number of my colleagues and said to them, 'We must admit we're not popular!' Someone suggested hiring an image consultancy.
All scary dictators rely entirely on a hugely theatrical image: Mussolini hired a body double to sit by the window deep into the night writing, whilst he went to bed early, so people would see his silhouette and think he was always hard at work.
He hired Laurel Herman, an image consultant, to advise him on what colours and styles to wear.For a year or so, since London's professional firms began to import the idea of dressing casually for work, image consultants have been busy adapting the American concept to British business life.
