FEATURE: The morality of celebrity contracts

This month we take a look at why licensing celebrity brands are, by their nature, anything but risk-free.
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This month, Ashley Blake takes you through what steps can be taken to manage celebrity exposure.

Of course an unblemished performance by the celebrity is a pre-requisite for the relationship, but as Ashley points out, if the celebrity isn’t a good fit or used to good effect, there’s still no guarantee of success and the ill-effects can be enduring.

Who doesn’t remember the Griff Rhys Jones and Vauxhall campaigns stretching back ten years? Campaign voted their as the worst of 2000, but the ill effects for Vauxhall were reflected in poor sales for years afterwards, arguably as was the value of ‘brand Rhys-Jones’.

To read Ashley Blake's feature on licensing.biz, simply click here.


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