From the editor: Fame and fortune
Colin GrimshawWarc
The more creative among us might say that (to paraphrase Samuel Johnson) "Celebrity endorsement is the last refuge of the vacuous marketer." Certainly, the celebrity route is sometimes pursued out of sheer desperation when other attempts at rejuvenating a flagging brand have failed. Often it is down to a CMO's (or CEO's) adulation of the chosen personality, or simply because they were 'hot' at that moment in time – how many brands are going to want a piece of Usain Bolt after his triple gold medal heroics in London?
Celebrity endorsement...