Celebrity Sells

von Hamish Pringle

Have you ever asked for an autograph? Been a music fan? Liked watching well-known personalities on TV? Had a favourite movie star? Enjoyed reading about the rich and famous? If your answer is 'yes' to any or all of the above, then it's pretty likely you've bought a product endorsed by a celebrity.

This fascinating book reveals how 'celebrity sells' and is a great read for anyone interested in advertising, media, communication and brands. There are lots of 'how to' advice, examples good and bad, new insights, ballpark costs and hard evidence of success, plus interviews with top creative talents such as David Abbott, John Hegarty, Peter Souter and John Webster.

"Buying celebrity for a brand may be an investment of incalculable future value - or, just as easily, an act of thoughtless extravagance. When faced with such proposals, clients will no longer have to flip a coin. Hamish Pringle's rigorous analysis, solidly reinforced with case histories, will provide them with invaluable insights and great comfort."--Sir Martin Sorrell, CEO, WPP

"Unilever is an effective user of stars in its advertising and marketing and this book can only help if we and our agencies get better at it."--Niall FitzGerald KBE, Unilever PLC

"Over the last decade, the role of celebrity endorsement has grown in influence and prevalence within Marketing in a remarkable way. There is no one better qualified than Hamish Pringle to describe and explain the growing use of celebrities in marketing. This book is practical, relevant and packed with leading edge thinking."--Mark Ritson, Assistant Professor of Marketing, London Business School