How Purdey’s scored - and missed - with Idris Elba

This article explains how it’s still possible to miss the mark even if an influencer seems to fit well with the brand's identity, as Purdey’s found with Idris Elba.

Sometimes brands just get lucky. When Purdey's, the Britvic-owned health drink, signed up Idris Elba on a three-year contract, the actor had yet to reach the level of global stardom he now inhabits. "Maybe he wouldn't partner now," mused Kassy Dignam,...