Faceless People and Unsung Heroes: Imperatives for Celebrity Advertising in China
Saurabh Sharma and Jason SpencerOgilvy & Mather, Beijing; Millward Brown ACSR, Shanghai
There is no Paris Hilton in Beijing. In fact there is no Paris Hilton among all the 1.3 billion people in China. Out here, celebrities are not sons and daughters of someone – they are all self-made. They are the first generation of Chinese success. 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. (Forbes List of Top...