With certain celebrities popping up in multiple campaigns at this time of year, the brilliant Little Black Book took a deep dive into the key ingredients that make an ambassador a successful fit for a brand, and whether there’s a danger of said ambassador becoming over-exposed… or even overshadowing the brand/product itself.
As part of the analysis, Little Black Book turned to some of the industry’s leading strategists to get their view, including our very own newly-appointed Group Head of Strategy, Ben Shaw.
Here’s what Ben had to say:
“Too many brands borrow equity instead of trying to build it. “They’re looking for short-term relevance instead of a long-term relationship. When you think of Nespresso, you think of [George] Clooney. When you think of Clooney, you think of Nespresso. When I think of Peter Crouch, I think of his podcast, not any brand that he’s been involved in.
“Brands can capitalise on cultural moments to cut through, but really should be asking ‘are we investing in a brand asset or just renting attention?’. Certainly, that’s what their CFO will be asking.
“Not enough brands are thinking about how they can build their own equity in individuals, whether that is famous faces from the brand’s history, their leadership, their makers or create their own famous faces through mascots.”
To read the full piece on why some celebrities are attracting so many brand deals, click here.