Cult of personality

In our celebrity-obsessed age, it’s no wonder that so many brands choose to use a well-known persona to build awareness around a particular product or marketing message. And B2B is not immune – over recent months the spread of celebrity culture has penetrated into even the darkest recesses of business community, and being used to promote a bewildering range of products and services. Below is our guide to the use of celebrity brand ambassadors in B2B, whilst Hamish Pringle of the IPA advises on best practice when working with well-known personalities.

1. Celebrity: Sir Alan Sugar 

Why is he famous?

Sugar was the brains behind the meteoric rise of Amstrad in the 1980s, best known as the chairman of Tottenham Hotspur in 1990s, and was chosen as the UK’s answer to ‘The Donald’ Trump in its remake of the ‘Apprentice’ in the noughties, somewhat bizarrely. What seemed like a highly misguided decision at the time has since proved to be a masterstroke, making Sugar a household name and generating a remarkable amount of affection for a curmudgeonly business CEO whose primary purpose is to fire at least one person each week.

Which brand is he currently endorsing?

UK Apprenticeships

What’s the campaign about?

That we all need to invest more in training to nurture the next generation of talent, which again is ironic given the premise of the ‘Apprentice’ that people get a very limited opportunity to prove themselves and then – rightly or wrongly – are thrown out on their ear. Hardly what the modern apprenticeship ethos is all about; but to be fair, Sugar seems to know that. 

What other brands is he associated with?

National Savings & Investments

What does he say about your brand?

That you’re reliable, trustworthy, have a good track record but also have a bit of old-fashioned East-end nous, which knew the whole credit crunch thing was going to happen, actually.

Potential pitfalls as a brand ambassador:

His default persona is gruff, which despite his status as a new-found national treasure, makes him a potentially risky choice to front a B2B campaign.

Celebrity rating: *****

Jungle or Big Brother house?

Definitely jungle – it would expose Sugar’s inner Tarzan. 

Most likely to say:

“It’s Sir Alan to you, sunshine.”

2. Celebrity: Peter Jones 

Why is he famous?

Jones rose to prominence as one of the first residents of BBC TV’s highly-successful ‘Dragon’s Den’ entrepreneur pitching show, and has since become one of its mainstays, sparing and joshing with fellow egos Ballatyne and Paphitis. This spawned a highly successful media career, which threatens to overshadow anything he has achieved in the conventional business world. This includes fronting ITV’s Apprentice-lite show ‘Tycoon’ (mostly pictured driving around in his Rolls Royce) and the US version of ‘Dragon’s Den’ called ‘American Inventor’. This move seemed to mark his transformation into a kind of Simon Cowell (of ‘X Factor’ fame) for the business sector, with him playing bad-cop in an expert panel to a succession of increasingly bizarre and hopeless would-be entrepreneurs. It’s a role he seemed to relish.

Which brand is he endorsing? 

BT Business

What’s the campaign about?

Jones has been associated with all-things BT for some time now, most recently popping up at the culmination of its ‘Essence of the entrepreneur’ awards programme – go to http://www.b2bm.biz/webtv for an exclusive report. He was also the “unwitting” victim of the Gremlins in BT’s summer 08 TV campaign.

What other brands is he  associated with?

PC World Business

What does he say about your brand?

That you’re big (Peter is quite tall, after all), that you’re ostentatious and that you’re a thrusting, go-ahead company with no time for petty small talk.

Potential pitfalls as a brand ambassador:

Liable to shoot off to America at the drop of a hat; and – how can I put this – not universally thought of as a sympathetic character.

Celebrity rating: ***

Jungle of Big Brother house?

House. A man who appears to like his creature comforts.

Most likely to say:

“That’s the worst business idea that I’ve heard since… last week’s episode.”

3. Deborah Meaden 

Why is she famous?

Another resident of the ‘Dragon’s Den’, although unlike Jones she a relatively recent arrival. She has become a fixture of the panel since joining the show in 2006, replacing Rebecca Elnaugh of Red Letter Days, who did not return after her company encountered financial difficulties. Meaden makes up the only woman on the panel, and plays a more tactical game than the boys, who often appear to be taking it in turns to see who can be rudest to the prospective entrepreneurs. Rightly or wrongly, she is rarely the first dragon to lay her cards – not to say her cash – on the table and back a prospective venture, although statistically she has actually invested more often than the other four over the past two series.

Which brand is she endorsing?

Invest in Somerset

What’s the campaign about?

As a local girl done good, Meaden is the perfect face for the inward investment agency’s new campaign to encourage businesses to relocate to the West Country (she’s certainly more appropriate than the Wurzels). Meaden appears in a webcast explaining the virtues of the county and why it makes an excellent location for business.

What other brands is she associated with?

Printer manufacturer Epson, for an online campaign targeting small businesses (funnily enough).

What does she say about your brand?

That you’re forthright and direct, but also in touch with some of the softer issues. 

Potential pitfalls as a brand ambassador:

That your brand has a tendency to be backwards in coming forwards.

Celebrity rating: **

Jungle or Big Brother house?

Jungle – she could be the next Jenny Bond.

Least likely to say:

“I dunno boys, what do you think?”

4. Tommy Walsh

Why is he famous? 

Walsh became an unlikely TV presenter on the back of Alan Titchmarsh’s ‘Ground Force’ show, where he added the muscle to Charlie Dimmock’s… gardening expertise. His lovable cockney builder routine has gone on to front a variety of straight-to-daytime shows, including ‘Tommy’s DIY survival’, ‘Tommy’s ultimate challenge’ and ‘Challenge Tommy’. 

What brand is he endorsing?

Direct Line van insurance

What’s the campaign about?

Your average white van man doesn’t want to mess about with online comparison engines after a hard day’s graft, he just wants piece of mind. And who better to communicate the no-nonsense virtues of Direct Line’s service than good old Tommy? As he puts it, “In less than the time it’ll take you to unload your van, you’ll be covered.”

Which other brands is he associated with?

The Environment Agency, on a project promoting standards for independent builders.

What does he say about your brand?

That you’re down to earth, practical, no-nonsense, says-it-like-it-is, but with a twinkle in your eye and you probably like a pint or two. Although not when you’re driving obviously.

Potential pitfalls as a brand ambassador?

There’s not much of a glamour factor, but if you’re a white van driver, that probably doesn’t bother you.

Celebrity rating: **

Jungle or Big Brother house?

The Jungle – he’d have the foliage trimmed back and the huts fixed up no time.

Most likely to say: 

“Charlie your herbaceous borders look lovely…”

Who’s next? B2B brand ambassadors of the future

Evan Davies

Who?

Presenter of Radio 4’s ‘Today Programme’, ‘Dragon’s Den’; this former BBC News economics editor has become more than a bit of star in his own right over the last few years. With his disarming manner and easy going charm, he’s hardly Jeremy Paxman, but his ability to translate complex economic concepts into everyday language has won him friends in all kinds of places.

Star potential?

Very high, although his metrosexual image might not appeal to the old-school of macho business decision makers.

Is he on the market?

Unlikely to be allowed to do any brand endorsement whilst he’s still at ‘Today’, but once that’s over, who knows?

Adrian Chiles

Who?

Former presenter of ‘Working Lunch’ on BBC2, he’s gone on to be the face of ‘The Apprentice: You’re Fired’, the follow-up interview show. Currently gainfully employed as lead presenter for early evening magazine programme ‘The One Show’, as well as ‘What do you do all day?’, where he interviews prominent public figures about their daily routines. He is also a famously football-mad West Bromwich Albion fan.

Star potential?

There’s no ‘potential in it’; he’s already a star, with his dulcet Brummie tones endearing him to millions.

Is he on the market?

Probably not, for the simple reason that he has got too much work already. Certainly not until the next series of ‘The Apprentice’ is finished.

Robert Peston

Who?

BBC business editor – the man who is responsible for the recession. Well, okay, not quite. But he did – call’ it long before most other serious commentators. And since then has become almost ever- present on our national broadcaster with his unconventional strangely musical tones as an unlikely ‘voice of doom’ for the economy.
 

Star potential?

Stellar. As long as the recession continues… perhaps less so afterwards, although always useful for a brand aiming to put the fear of god into people.

Is he on the market?

Not just now – he’s alleged to be currently earning up to £10k for after dinner speaking. With this kind of steady income, who needs to sully their hands with marketing?!

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