CELEBRITY LICENSING SPECIAL: Picking the right partner

There are few who would argue that celebrity doesn?t sell. But get it wrong and you risk public backlash.
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The brand owner’s task of choosing the right celebrity to be an ambassador for their product can be a real minefield.

Get it right and your brand will resonate with your consumers, which will translate into sales.

Get it wrong and you risk public backlash, alienating your consumer and ultimately the very real challenge of rebuilding that relationship...

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There are a network of service providers behind most companies to oil the wheels of the licensing business. PR, marketing, safety testing, design, recruitment, logistics and legal are just some of the areas which can be outsourced. Read on for your guide...

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