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Summary: Introduction

The ′Cult of Celebrity′ has reached a crossroads over-exposed celebrities have saturated the market and aging populations mean that the growth audience is shrinking. Celebrities can still be highly effective within a marketing context, but new tactics are required to avoid the pitfalls associated with celebrity-backed campaigns or celebrity-branded consumer packaged goods (CPGs).

Scope

Detailed analysis documenting the drivers behind the accelerated interest in, and popularity of, celebrities Insights into how and why celebrity remains a powerful tool in a marketing context, along with assessments of its limitations and challenges Strategic conclusions and actionable recommendations on effectively harnessing the power of celebrity endorsement and branding Global scope countries covered: France, Germany, Italy, Netherlands, Spain, Sweden, UK, US, Australia, N. Zealand, Japan, China, S. Korea, India

Highlights

Voyeurism has achieved a level of acceptability and marketers need to meet consumers′ needs for accessibility and information on celebrity endorsee. This is expressed through the very aggressive expansion of the market for explorations of celebrities′ lives and the range of media that has evolved to answer demand Research shows that celebrities and athletes are the least trusted of all company/brand spokespersons. Despite this, millions of dollars are continually invested in such endorsements The concept of celebrity has transcended attachment to individual people and become attached in some cases to actual products. For example, personal technology has become dominated by products that have effectively achieved celebrity status themselves actual celebrity endorsement is not even necessary

Reasons to Purchase

Improve your marketing effectiveness: understand best practice principles in celebrity-led marketing and the societal trends relating to this Ideation and inspiration: spark new ideas by learning from innovative examples both within and outside of the FMCG industry Improve your decision making: celebrity-backed campaigns can be costly; use this report to understand the new tactics required to achieve success.

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