Celebrity endorsement: The trigonometry of talent

Jeff Chown and Mick Carter
Davie Brown Entertainment

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Identifying the right celebrity for brands is part-art, part-science. Six key variables can determine the best fit that maximises consumer engagement and brand objectives.

It's been said that poetry is as exact a science as geometry. Or was it trigonometry? Whether you agree or disagree with that assessment, for years, marketers have approached celebrity talent buying as artists rather than scientists. And while there is an art to it, we're getting better at the science.