Finding the perfect celebrity match

Barely an hour passes without an announcement of a celebrity partnership deal. It seems, like the general public, brands can’t get enough of them.

Jo Roberts
Jo Roberts

Choosing a celeb to match a brand’s values can sometimes come second to who’s the hottest celebrity in town right now. But Millward Brown believes it has found a way to make sure a brand and celebrity are perfectly matched.

The research agency has enlisted a 2,000-strong panel, which it will quiz on a quarterly basis about celebrities and brands. It wants to find out from a consumer panel how they view famous faces and how they describe a brand’s personality. This information will be fed into a tool which is supposed to find the brand its perfect celebrity match.

The first set of findings certainly throws up some interesting results. Katie Price, AKA Jordan, is apparently a perfect match for Pot Noodle. Her anti-hero status is apparently perfect for the cheeky snack brand. Those who want to play it safe and appeal to a wide set of consumers should plump for Kylie Minogue, Cheryl Cole or David Beckham.

The aim of the Cebra study tool is to get rid of the guesswork. Instead of trying to work out what you think consumer’s think about celebrities, and indeed a brand’s personality, the panel is supposed to tell it how it really is.

Whether brokering a celebrity/brand partnership deal is as straightforward as using a research tool remains to be seen. But in a celebrity obsessed culture, finding the perfect match is vital to ensure a brand gets the most value out of its famous face.

You can find out more about finding the perfect celebrity march by clicking on the link here

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 3711 or email subscriptions@marketingweek.com

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