Authentic Partnerships Between Brands + Celebrities Can Boost Engagement, Build Loyalty Among Consumer Audiences

Ambassadors Who Create Heightened Brand Perception Among Consumers Can Enable Brands to Connect With Their Audiences and Demonstrate Understanding of Their Unique Values

Feb 03, 2016, 08:30 ET from CMO Council

SAN JOSE, Calif., Feb. 3, 2016 /PRNewswire/ -- The exploration of celebrity brand ambassadors is the focus for the feature article in the latest edition of the Chief Marketing Officer (CMO) Council's quarterly digital magazine, PeerSphere. The article—featuring insights from experts at Hookit, Artist & Brand and Morrison Foerster—discusses the importance of creating authentic partnerships that resonate with audiences, in addition to legal considerations, content guidelines and expectations, and how to avoid potential missteps that could negatively impact a brand.

With brands spending $27.43 billion annually on sports advertising—and with $1.1 billion devoted specifically to athlete endorsers, according to Sports Business Journal—it is clear that brands are finding value in these partnerships. More than just assigning a famous face to a brand, however, these relationships should be based on deep considerations around the brand's audience and their values to ensure that the ambassador truly resonates with the brand's consumers.

The feature story also delves into the legal concerns that brands must consider before establishing a relationship with a celebrity spokesperson. From compensation disclosure to dealing with the fallout from questionable claims made by a spokesperson about a product or service, the article provides expert guidance around how to address legal snafus—in addition how to avoid them in the first place.

"More than having a face to associate with a brand, organizations have a real opportunity to connect with their customers—and gain new ones—by forging the right celebrity partnerships," notes Donovan Neale-May, Executive Director of the CMO Council. "Identifying someone who already represents the values that a brand stands for and being able to organically communicate that to consumers can go a long way in creating affinity and building loyalty."

The latest issue of PeerSphere is available today and also features insights from global marketing executives at companies such as McDonald's, Intelliverse and more. Among the topics covered are:

  • The importance of real-time engagement and how brands can use it to build customer loyalty
  • Lessons in innovation and consumer engagement from Disney
  • A review of the top innovative tech brands of 2015
  • Q&A articles with business leaders at Ready Pac Foods and Hepsiburada—the " of Turkey"

PeerSphere is available on a complimentary basis to CMO Council members courtesy of our sponsor, Thomson Reuters. For more information or to view the issue online, visit

About the CMO Council

The Chief Marketing Officer (CMO) Council is the only global network of executives specifically dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The CMO Council's 10,000-plus members control approximately $500 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include more than 65,000 global executives in more than 110 countries covering multiple industries, segments and markets.  Regional chapters and advisory boards are active in the Americas, Europe, Asia-Pacific, Middle East, India and Africa. The council's strategic interest groups include the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE), Mobile Relationship Marketing (MRM) Strategies,,, Marketing Supply Chain Institute, Customer Experience Board, Digital Marketing Performance Institute, GeoBranding Center and the Forum to Advance the Mobile Experience (FAME). More information on the CMO Council is available at

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