abhishreshthaa
Abhijeet S
The reasons are:
A client hits upon celebrity as a solution when his agency is unable to present to him a viable, exciting solution for his communication/marketing problem. He then feels that the presence of a well-known face is an easy way out.
SOMETIMES A client looks at a USING celebrity AS solution, to follow competition. A Competitor deploys a celebrity, and in a quick response counters attack by using similarly powerful celebrity, to combat competitions. The result is often achieves quick parity. EG. Coke and Pepsi reacting quickly to each others advertising gimmicks.
A third reason could be, A Particular celebrity is a client's desire to rub shoulders with the "glitterati". And signing a celebrity is a passport to that. Most frequently, celebrities are given as 'fate accompli' to the agency. And scripts are written around them. For example Sahara India has top personalities from films and sports on the Board of Directors.
It is rare that there is an idea on the table and client and agency mutually agree that the presence of a celebrity.
A client hits upon celebrity as a solution when his agency is unable to present to him a viable, exciting solution for his communication/marketing problem. He then feels that the presence of a well-known face is an easy way out.
SOMETIMES A client looks at a USING celebrity AS solution, to follow competition. A Competitor deploys a celebrity, and in a quick response counters attack by using similarly powerful celebrity, to combat competitions. The result is often achieves quick parity. EG. Coke and Pepsi reacting quickly to each others advertising gimmicks.
A third reason could be, A Particular celebrity is a client's desire to rub shoulders with the "glitterati". And signing a celebrity is a passport to that. Most frequently, celebrities are given as 'fate accompli' to the agency. And scripts are written around them. For example Sahara India has top personalities from films and sports on the Board of Directors.
It is rare that there is an idea on the table and client and agency mutually agree that the presence of a celebrity.