Faceless People and Unsung Heroes: Imperatives for Celebrity Advertising in China
Saurabh Sharma and Jason Spencer, WPP Atticus Awards, Winner, 2010
Not even one among the top 100 star celebrities in China, is a son or daughter of anyone famous – they are all virtually self-made success stories.
Not even one among the top 100 star celebrities in China, is a son or daughter of anyone famous – they are all virtually self-made success stories. It is surprising to note that many marketers and advertisers still do not really understand the Chinese nuance to celebrity endorsement. As a result, every time a celebrity is signed up for the next multimillion-dollar marketing campaign, what has been done in the past is repeated with predictably mediocre results. As China guns for glory, the Chinese are looking for hope in the thousands of unsung heroes and millions of talented and yet unknown people who are looking for a way to break in and make a mark.Unlike many other markets in the world, China today offers a rare opportunity for brands not just to grow but also to contribute to the 'construction of values'. In the end, brands could actually stand for something much more than just things we consume.