Celebrity endorsement: The trigonometry of talent

Jeff Chown and Mick Carter
Davie Brown Entertainment

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.

In fact, our business has evolved to the point where identifying the right celebrity for a brand marketing campaign is based less on supposition and more on statistics. Clearly, a marketer's experience and instinct still matter greatly; only now, we have tools that can better guide our judgements.