By Pippa Glucklich

Celebrity endorsements for brands are nothing new. What has changed is that, like an old Sinbad movie, the strings are a lot more visible to consumers these days.

Digitally savvy consumers are much wiser to how deals are done and even more, are well aware when these deals and partnerships aren’t genuine. They are quick to notice, castigate and, most importantly, share bad examples.

In this environment, how should brands and marketers partner to leverage authenticity and influence through celebrity endorsements?

At last week’s Cannes Lions festival, Publicis Groupe chairman Maurice Lévy spent time finding out from DJ and music producer phenomenon David Read full story ›

Source: The Drum