Celebrities must be relevant to increase brand engagement
Damian Thompson
Earlier this year, MEC Media-Lab, Mediaedge:cia's (MEC) consumer insight and ROI division, launched The Face of the Brand, a 25-country study looking at the effectiveness of celebrity endorsement as a marketing tool. It showed that even though the use of celebrities within brand communication has reached saturation in some categories (with one in four ads featuring a famous name), there are clear, effective roles for celebrity endorsement when brand, celebrity and target audience are properly matched and a celebrity is used appropriately within brand communication.
Perhaps most useful...