It’s no surprise that 888poker reviewed its relationship
with Luis Suarez after his latest, questionable behaviour at this year’s World
Cup. Endless memes have graced our screens over the last month, including
McDonald’s and Snickers (above) jumping on the bandwagon to make light of the
situation. But with so much risk attached to a famous brand ambassador, how can
brands tell if the famous face they are about to attach to their name to is going
to deliver?
Over the last few years there have been many ambassadors I’m
sure brands would like to forget. Tiger Woods’ personal affairs led to him
being dropped by AT&T and Accenture, whilst Kate Moss’ drug allegations ended
up in H&M dropping the model from its ad campaigns.
In my opinion, there are some that seem the perfect match.
Angelina Jolie’s work with the UN over the last ten years has been inspiring
and nothing but beneficial to the brand. Earlier this week, the UN
appointed Emma Watson as a Goodwill Ambassador for women’s equality. It’s an
exciting and positive move that I think will see more young people interested
in the work the UN does and, in the process, skyrocket the actress’ career and
popularity.
When it comes to consumer-facing brands such as Coca-Cola or
L’Oreal, it’s unlikely the celebrity has any involvement in the product development
but choosing an ambassador that fits with the brand’s values is desirable.
However, it’s a constant battle between what a brand pays for a celebrity
endorsement and the return on investment. If your ambassador’s behaviour – good
or bad – increases sales it seems money trumps saving face.
By Stephanie Rock
By Stephanie Rock
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