As the definition of celebrity changes, brands must go beyond chasing the latest shiny object and pretty face.
There’s no question that a celebrity can bring instant attention to your marketing campaign. Celebrities can serve as megaphones for your message, take your brand into a new category or market, and (in the best case scenario) have the ability to increase your brand’s awareness. But how do you know which celebrity is the right match for your brand?
The answer to that question is more complicated than ever before. Today, the definition of celebrity can mean so many things. It has evolved from actors and musicians to include chefs, models, athletes, digital influencers, scientists and many more. Needless to say, brands have a lot of options to choose from. And while there are many great choices, not all of them will be the right fit.
We don’t have an app or algorithm for pairing celebrities and brands (yet), so in the meantime, brands and agencies have to rely on oldschool connectors like myself. In my decades-long career of pairing celebrities and companies for all manner of partnerships, I’ve learned that the basic tenets of any successful relationship can be applied here too. It must be rooted in mutual admiration, you have to respect what each other brings to the table, and there has to be compatibility. Here’s some advice on what to look for the next time you’re thinking about a celebrity partnership.
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Denne historien er fra October 10, 2016-utgaven av ADWEEK.
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News Anchor Of The Year Megyn Kelly
From Trump to ailes, the fox news personality fearlessly faces off with the powers that be—and ends up crushing the cable ratings race.
The Big Bang
Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology.
DROGA5
Using the fingers on just one hand, David Droga argues, you can count the number of agencies that possess a “strong soul.”
Ogily
When it comes to leadership changes, 2016 will be remembered as a time of disruption.
The Myth of White Space
'Brands have to stand out in an obvious crowd—not stand alone in an unusual spot that no one cares about.'
Brand Phelps
Can the greatest olympian in history be as dominant out of the pool as he was in it?
Masters Of Their Domain
WHY DIGITAL BRANDS ARE KILLING IT IN ECOMMERCE. BY LAUREN JOHNSON
Winners' Playbook
BRANDS OFTEN FIND THAT WHEN THEY AIM TO DO GOOD, THEY ALSO END UP DOING WELL. HERE ARE FOUR RULES TO KEEP IN MIND. BY DAN TYNAN
Flipping The Disruption Script
THE FORTUNE 500 SHOULDN’T REST ON THEIR LAURELS OF HAVING A FIRST-TO- MARKET ADVANTAGE.
MCCann
All things old were new again in 2017 as McCann dominated the U.S. agency landscape with a string of wins and created the most-discussed campaign of the year in Fearless Girl.