Tiger Woods' Fall From Grace Will Impact Celeb Marketing
Published 1/6/2010
Author: Piet Levy
Summary
The Tiger Woods scandal will mean changes in the world of celebrity endorsements. Marketers will have a smarter game plan in the future for selecting and negotiating with celebrity spokesmen and -women, experts tell Marketing News Exclusives.
“Over the past few years, a number of celebrity slips have caused [marketers] to steadily and more seriously consider celebrity relationships,” says Ann Green, senior vice president of marketing solutions for Millward Brown Inc., a Naperville, Ill.-based research company that offers a research tool to help companies match their brands to appropriate celebrity endorsers. “The Tiger scandal is the final straw because he was held in such high esteem.” Green predicts that marketers will commission more research conducted on a continuing basis to better understand what specific celebrities stand for, as well as consumers’ emotional connection to certain celebrities and how strong a match a celebrity is with a brand.
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