This fascinating book reveals how ?celebrity sells? and is a great read for anyone interested in advertising, media, communication and brands. There are lots of ?how to? advice, examples good and bad, new insights, ballpark costs and hard evidence of success, plus interviews with top creative talents such as David Abbott, John Hegarty, Peter Souter and John Webster.
"Buying celebrity for a brand may be an investment of incalculable future value – or, just as easily, an act of thoughtless extravagance. When faced with such proposals, clients will no longer have to flip a coin. Hamish Pringle′s rigorous analysis, solidly reinforced with case histories, will provide them with invaluable insights and great comfort."
—Sir Martin Sorrell, CEO, WPP
"Unilever is an effective user of stars in its advertising and marketing and this book can only help if we and our agencies get better at it."
—Niall FitzGerald KBE, Unilever PLC
"Over the last decade, the role of celebrity endorsement has grown in influence and prevalence within Marketing in a remarkable way. There is no one better qualified than Hamish Pringle to describe and explain the growing use of celebrities in marketing. This book is practical, relevant and packed with leading edge thinking."
—Mark Ritson, Assistant Professor of Marketing, London Business School
Part I: THE IMPACT OF CELEBRITIES ON EVERYDAY LIFE.
1. Celebrity’s impact on the media.
2. Celebrity’s impact on hair and makeup.
3. Celebrity’s impact on fashion.
4. Celebrity’s impact on property.
5. Celebrity’s impact on body shape.
Part II: WHY CELEBRITIESWORK FOR BRANDS.
6. Celebrity and interactivity.
7. Celebrity in the era of consent.
8. Fame is the key.
Part III: HOW TO CHOOSE CELEBRITIES FOR BRANDS.
9. Understanding where the brand is now.
10. Seeing how a celebrity could help the brand.
11. Researching the effectiveness of celebrities.
Part IV: HOW TO USE CELEBRITIES FOR BRANDS.
12. Celebrity customers.
13. Celebrity product placement.
14. Celebrity sponsorship.
15. Celebrity testimonial.
16. Celebrity employees.
17. Celebrity brand ownership.
Part V: HOW TO MANAGE THE RELATIONSHIP WITH CELEBRITIES.
18. Negotiating and contracting with celebrities.
19. Pitfalls in using celebrities.
Part VI: TEN SUCCESSFUL WAYS OF USING CELEBRITIES.
20. Celebrity as presenter.
21. Celebrities playing themselves.
22. Celebrity as brand character.
23. Celebrity expertise.
24. Celebrity as role model.
25. Celebrity cast against type.
26. Celebrity acting a part.
27. Celebrity revelation.
28. Celebrities interacting.
29. Celebrity representations.
Part VII: THE FUTURE OF CELEBRITY.
30. Ten predictions on future trends.
Appendix: IPA Effectiveness Awards Databank: ‘Celebrity’ cases.
About the Author.