Dan Kennedy on Celebrity Endorsements

March 1st, 2010 → 10:33 am @ Jordan McAuley

“Celebrity endorsement bears risk — ask Accenture about Tiger. Or Juice+ about O.J. Simpson.
But. Celebrity endorsement virtually guarantees better readership (or viewership or listenership) from ANY constituency. I have had the very good fortune over year of having copywriting/advertising/marketing projects with use of celebrities and often, writing words for the celebrities’ mouths (for print, direct-mail, [...]

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