Don’t just reach for the stars

Consumers are attracted to celebrity endorsed products and many want to see more local stars being used, but there is rowing cynicism of their blanket use and of personalities having multiple brand deals.

Carl-Howell.jpg

Carl Howell

Founder and chairman of hair loss treatment company Advanced Hair Studio
A celebrity endorsement helps to show customers that our product works. Many celebrities ask us for help with their hair and occasionally we’llask if they’ll be our ambassador.

We chose Michael Vaughan to front our campaigns because he’s high profile and he has all the attributes that we’re looking for: he’s fit, sporty and good-looking. He appeals to our target audience.

He follows in the footsteps of Shane Warne and Graham Gooch as our brand endorser. It’s not a deliberate move to have cricketers; it has just worked out that way, because they all have the qualities we are looking for and are seen as sporting heroes.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here