Magazine article ADWEEK

'Does a Celebrity's Personal Life Affect His/her Ability to Be a Spokesperson? Why or Why Not?'

Magazine article ADWEEK

'Does a Celebrity's Personal Life Affect His/her Ability to Be a Spokesperson? Why or Why Not?'

Article excerpt

If you're looking for pure noise, it doesn't matter what or who the celeb has done. But if you're looking for someone to bring real value or equity to your brand, the celebrity's values should line up with your company's values.--Joyce King Thomas, ecd, McCann Erickson, New York

It's not so black and white. At first blush, I'd say who the hell cares what they do? But then again, if you're stumping for PETA, best not be seen scarfing down a Double Whopper. In the end, we all put way too much stock in what celebrities think/do/wear/say anyway.--Mike Silvia, cd, Duffy & Shanley, Providence, R.I.

Of course it does, because the clients are hung up with it. We were using Lance Armstrong for Subaru. If he did something crazy in his personal life, we would have heard about it. The first thing the clients ask is, "Is he going to do something stupid?" But I am influenced by celebrity advertising. …

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