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Celebrity Spokespersons: Choose Carefully


Here at Wingman, we’ve had a long history of success with celebrity spokespersons. We’ve learned a lot about what it takes to cook up and sustain a successful celebrity endorsement marketing strategy, and so we’ve distilled that learning into this month’s article.


Questions to ask while constructing a celebrity endorsement strategy include:

• Are you trying to introduce your product to a new audience or reinforce and bolster your current customers’ affinity for the product?
• How much does this celebrity cost?
• Does he or she have a history of being easy to work with?
• Is you celebrity geographically relevant to your audience?

The celebrity you choose will vary depending on how the calculus above emerges from your strategic considerations. If your strategy is sound, a B-list celebrity can almost always offer a better return on your investment than one that’s currently eluding the paparazzi.

Highlights include several case histories of B-list celebrities yielding A-list returns, including a washed up TV actor who effectively made the American market for decaffeinated coffee back in the late 1970s.

Wingman’s Field Guide to Choosing a Celebrity Spokesperson

More on Celebrity Endorsements


15 Celebrity Endorsements Gone Horribly Wrong

Four Words: Jean Claude Van Damme.

Most Expensive Celebrity Endorsements

Don’t ever think it’s cheap to get Beyonce on a Pepsi can.

Top 10 Celebrity Tech Endorsements

Think Mike Tyson’s Punchout.

Free Training & Education #1

Content Strategy for Professionals: Engaging Your Audiences for Your Organization – Coursera free college course from Northwestern

How to Think Like a Psychologist – Stanford itunes lectures

Free e-book “Meditations” by Early Productivity & Mindfulness Guru Marcus Aurelius

How to Run an Effective Meeting

Every Effective Manager knows how to run a solid meeting. You’ve been to bad meetings – they start late, finish late, get little done, and a few people talk about stuff that isn’t on the agenda. That doesn’t happen if you run your meetings this way – at least in part because we tell you what an agenda IS. If you’re thinking this sounds old fashioned, this is how Google runs their meetings.

Your Moment of Zen

Deep in the heart of every ad man is the secret desire to one day become Don Draper. According to this video, even Jon Hamm had to work hard at it. Here’s Hamm in his pre-Draper days getting rejected on a TV dating show.

25 Yr. Old Jon Hamm on “The Big Date” Game Show (1996)


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