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MB's Celebrity Status Report
Acknowledging the growth of the cult of celebrity in the world's media, Millward Brown and WPP have launched 'CelebZ', a new tool to help clients 'match their brand to the celebrity that 'fits' it the best'.
In its Perspectives newsletter MB says that 'sponsorship of the individual' is becoming an increasingly important part of the media mix. 'The last few years have seen an explosion in the number of celebrities acting as 'ambassadors' for different products. Some companies simply want to stand out in an increasingly cluttered advertising landscape, whilst others use a celebrity to shape and communicate the brand's image, values and personality'.
CelebZ evaluates a celebrity's 'equity' and their potential to help a brand based on their relationship with a nationally representative sample of the public. Responses are fused with data from TGI in the UK and Simmons in the US to provide attitudinal, lifestyle and media information on the 'fans' who will be exposed to the sponsorship.
Taking pop star Beyoncé Knowles as an example, the article says that only 8% of 14 - 65 year olds in the US and UK are unfamiliar with her, and that 7% of the UK population (over 2.5m people) regard her as one of their favourite celebrities. Perceived personality attributes among her (surprise surprise) mostly younger, female fans are 'spontaneous', 'outgoing' and 'playful' and fans have a higher than average likelihood of being interested in fashion and sport.
The agency is online at www.millwardbrown.com
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