Celebrity Sells
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"Celebrities have always captured the imagination of the public. In today's age of consumerism, their ability to influence our behaviour can be seen worldwide.
Harnessing this power can reap huge rewards for business â?? the Jamie Oliver campaign helped turn around Sainsbury's fortunes, with the return on investment estimated at £27.95 for every advertising pound spent; sales of Walker's Crisps increased by 105% thanks to Gary Lineker; One to One re-launched its brand with stars including Kate Moss and Elvis Presley.
Celebrity Sells demonstrates the awesome power of famous names, when skilfully used, to sell brands and offers practical advice on how to develop and advertise a brand using celebrities, including:
- How to choose the right celebrity for your brand
- How to build your brand using a celebrity
- How to manage relationships with celebrities
- How to protect celebrity and brand reputation
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Customer Review: Don't hire a celeb endorser till you've read Pringle's book
Hamish Pringle has done a great job. 'Celebrity Sells' is a good read. It's also an invaluable guide to what to do, and what to avoid. He has had the good sense to tap into the first hand knowledge of some authoritative experts. These interviews give real insights into what made Dudley Moore and Prunella Scales (Tesco), Maureen Lipman (BT), Rowan Atkinson (Barclaycard), and the One2One campaigns the huge successes they were. I also found his pitfalls section very illuminating (noting how overexposure can be a particular problem). Pringle draws interesting conclusions from the increasing incidence of celebrities among IPA Effectiveness Award winners. I guess that old adfolk like me have always known that the first target market for any campaign is always the client, and nearly 20 years experience running pitches has proved it beyond doubt. It's intriguing to get the inside track on the special relationship clients (both as companies and people) have with the celebs their agencies have hired. But Pringle gives us ten priceless rules for how the agency can best manage those relationships. The examples given are what makes this book particularly rewarding. Some must have been no-brainers. But who could ever have predicted George Foreman would sell as many grills as Dyson has made vacuum cleaners?
Customer Review: Pringle Does It Again
I confess to having a vested interest in Hamish Pringle's writing--I was his co author on the highly successful Brand Spirit: How Cause Related Marketing Builds Brands. He followed that up with a collaboration with someone in consultancy--Brand Manners and now Celebrity Sells. His genial and affable style, accessible to media and communications experts and lay people alike, is built on a firm foundation of careful analysis and case studies. He also captures the zeitgeist--explaining what it is about the 'celebrification' of culture in the early 21st century that strikes a chord with consumers. I can't wait for his next book!
