Research has shown that the number of adverts using celebrities stars to sell brands has fallen sharply in the past five years. Meanwhile the research has also shown that viewers still respond to celebrity endorsement but only if they are pushing a worthwhile product.

Speaking to the Guardian, Matthew Bull, the worldwide creative director of the advertising agency Lowe, said that many adverts used celebrities to mask a weak idea, but if an idea was strong celebrities could enhance them.

Guardian Article

READ THIS ARTICLE FOR $15
$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in