You are here

ANALYSIS: 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.