The pressure to demonstrate a return on marketing investment (ROMI) grows ever-stronger, so when considering alternative creative approaches it’s valuable to have some general guidance as to the effectiveness of one of the key executional types – celebrity.
Recent analysis by Roger Ingham of DataAlive, consultant to the IPA, is helpful. His work sheds interesting light on how powerful the use of a star can be. He has tracked the use of celebrity in winning IPA Effectiveness Awards entries over the years and the results are summarised in the table below.
Source: The Drum
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