CR the fame game

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The fame game: why brands want celebrities

There are many benefits for brands that associate themselves with big celebrities; that's why the future's bright for stars, says Catherine Quinn

1  Celebrity endorsement is big business. Whether it's David Beckham with a Gillette razor, or the Sugababes in Pretty Polly tights, we've all got used to associating big names with big brands.

L'approbation des célébrités est une grande entreprise. Que ce soit David Beckham avec un rasoir Gillette, ou les collants Sugababes in Pretty Polly, nous avons tous l'habitude d'associer de grands noms à de grandes marques.

2  For the celebs, the main benefits are obvious. Turn up for a few photo shoots, appear on an advert or two, and bring a truck to transport all the cash home. If we're talking facts and figures, the ex-footballer Gary Linekar was paid ø1.5m for a five year contract with Walkers crisps, and the singer Charlotte Church recently became another crisp-crunching high earner, signing a ø100,000 contract to star with him. Meanwhile, the celebrity chef Jamie Oliver apparently earns over a million a year from the supermarket chain Sainsburys - not bad for a few adverts a year.

3  David Beckham, a true money-earner, has endorsed 12 separate products in a year, earning him ø15m - enough to keep his wife Victoria in clothes and make-up for at least a week. On the other hand, sometimes the products themselves are enough to tempt less wealthy celebs. French band Neimo are happy to wear clothing label Tsuibi in return for free outfits.

4  In addition to building human feelings into larger brands, celebrities can also help bring a smaller brand to a wider audience. Web-based company www.underfivepounds.com have recently made the decision to take on British soap star Shobna Gulati to help launch their brand. For managing director Harjeet Johal, it's a move they believe will add credibility and value to their brand.

5 However, despite the benefits of teaming a famous face to a brand, there are obvious disadvantages - celebrities are only human after all. "There are lots of different aspects to consider, but it is definitely advisable to drop a celebrity from an advertising campaign if they risk damaging the reputation of the brand," says Stuart Whitwell of brand consultant Intangible Business. "Kate Moss' drug use was nearly a disaster for the brands she was involved in. And there's the possibility of celebrities being seen shopping at a rival store, or generally doing things which do not suit their image in relation to the brand."

6 Stuart also points out that many celebrities have a limited shelf life - in particular sports stars and athletes - and it is these who are, ironically, often favourite for a variety of lucrative endorsement contracts. Furthermore, the success of a celebrity's association with a brand could cause problems if the relationship suddenly terminated. Walker's Crisps, for example, should not completely depend on their close association with Gary Linekar. "What happens if Gary Linekar decides to pull out of the deal?" asks Stuart. "It would be pretty hard to find a replacement." And so - hello Charlotte

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