Is celebrity content in our campaigns of real value?

News of the latest Marks & Spencer campaign featuring Joanna Lumley ( raised a debate in the Summersault office over the value of celebrity content in campaigns and publications.

As consumers, we are bombarded daily with celebrity endorsements for everything from coffee to holidays. What does this say about marketers’ views of what motivates and interest us?

In theory, a well-rounded publication or campaign should contain a wide mixture of content that appeals to its readers, but sadly, we had to conclude that celebrity endorsement is a necessary evil.

Regardless of the merit of the piece itself, it’s a well-known and respected face that attracts reader attention in the first place.

Anna-Louise Dearden, editorial director, Summersault Communications

Latest from Marketing Week


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


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.


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.


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

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