Celebrity endorsement is a channel of brand communication in which a celebrity acts as the brand’s spokesperson and certifies the brand’s claim and position by extending his/her personality, popularity, stature.
In the China market with a very high proliferation of local, regional and international brands, getting the right celebrity endorsement is crucial in providing a distinct point of difference for brands.
Over the years, some aspiring brands in China have jumped onto the celebrity endorsement bandwagon but have not always done the right research and have sometimes mismatched the celebrity with the brand.
In China we are also seeing a trend with Chinese companies who are looking to become international companies, and therefore the use of the correct international spokesperson can lead to great brand success. A good case study here is Me & City who successfully collaborated with Wentworth Miller from Prison Break. Almost over night Wentworth Miller gave Me & City instant buzz and awareness.
MGI was born out of the notion that getting the correct celebrity endorsement is crucial for a brand’s success. With a presence in 5 markets, MGI are true industry experts and can assist Chinese brands with getting the match correct.