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BRANDING: Celebrity endorsement

Does celebrity endorsement ever work in B2B? We investigate

When it comes to marketing B2B services, the combination of Gremlins and one of the country's highest profile businessmen isn't an obvious pairing.

However, this is the tactic BT Business has taken with its latest B2B ads. This mega Internet and communications solutions provider has paired the nostalgic factor of furry mogwais with the current appeal of Dragon Peter Jones, and the ads have so far enjoyed a favourable reaction.