Famous faces must fit brand campaign

The fact that Anna-Louise Dearden regards the use of a celebrity as a “necessary evil” (MW Debate, last week) suggests parts of the industry are still embarrassed by use of celebrities in advertising.

So they should be if the brand fit isn’t right or celebrities are being used for the sake of it. However, the use of a famous person is a well-established marketing technique and, when used appropriately, can be very successful.

Celebrity campaigns have won the IPA Effectiveness Awards Grand Prix five times out of a possible 20 and are over 50% more likely to win gold or silver awards. So when a celebrity fits really well with the brand, its target audience and a great creative idea, then it is a power for good, not a necessary evil.

Hamish Pringle
Strategic adviser
23red and author of Celebrity Sells