Viewpoint: ‘Celebrities are not marketers’

Miller-Liz-CMO-Council-2013-150

Liz Miller
Vice-president
CMO Council

Do I think celebrities are marketers? No, I don’t even think they would think so. They have had large teams of marketers and publicists around them throughout their careers, building their personal brands. Do I think they are acting as marketers? No, but I think that a really smart marketer has positioned them that way.

Celebrities are people with supposedly amazing style and taste from a creative standpoint. Alicia Keys and Justin Timberlake are two hyper-creative musical artists who are at that nexus of style so I can understand why a brand would leverage them as being a trend-spotter or someone who has a stamp on creative vision rather than just a spokesperson.

Ashton Kutcher has been doing this for years, we just didn’t know about it. He has been an investor [as co-founder of the venture capital fund A Grade investments] and has taken a business interest in a lot of emerging media and social players. He has provided a vibrant viewpoint into a lot of companies that he has ties to – and his wallet too.

pepsimax-beyonce-460
US artist Beyonce is reportedly being paid $50m for her deal with Pepsi

zI’ve done several celebrity campaigns and I started my career in sports where it is all about celebrity. Sometimes it’s more difficult to invite that into your process: there are handlers and agents, and it becomes more complex than easy.

I don’t think that [a star such as] George Clooney is gunning for my job. The role of marketer is changing to one that is more business-driven, where we are the holder of the customer experience, rather than just the holder of the creative and the brand. It is our decisions and our strategies that are bringing in these celebrity creative voices.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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