From the editor: Fame and fortune

Admap editor Colin Grimshaw introduces the September 2012 issue and its focus on celebrity endorsement.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands