Customers have stopped believing what brands say. They want the opinion of influencers they trust.
— Andrew Ross
How did Nespresso book George Clooney?
And, in South Africa, how does Castle Lite afford someone such as Kanye West?
Pharrell Williams for Woolies, Usain Bolt for Telkom… the list of celebrities endorsing South African brands are getting longer each year.
Brand are increasingly struggling to connect with consumers and the role of celebrities is becoming vital to that connection.
The Money Show's Bruce Whitfield interviewed Andrew Ross of activations agency Chaos Theory about celebrity endorsement deals for his weekly “The Science Of” feature.
Scroll down for quotes from the audio below.
Pepsi has signed up Beyoncé for 20 years.
— Andrew Ross
Standard Bank deliberately chooses to support teams as opposed to individual players.
— Andrew Ross
You know George Clooney doesn’t drink Nespresso.
— Andrew Ross
People don’t realise this is a commodity.
— Andrew Ross
Bruce, you are a celebrity. Influencers are used around you to create content around your involvement. Influencers create advocates who buy the product and talk about it.
— Andrew Ross
Click here (then“like” the page) to follow Bruce on Facebook.
Enter your email address in the form below to receive a newsletter containing the six most-read articles of the week from Bruce Whitfield’s The Money Show every Friday morning in your inbox.
Read More
Bruce Whitfield interviews John Oliphant, former Principal Executive Officer at the Government Employees Pension Fund.
Taxpayer? You may want to check this out. Bruce Whitfield interviews Pieter du Toit, Assistant Editor of In-depth News at News24.
A look at how our desire for spice changed the world and how it continues to do so.
The Money Show’s Bruce Whitfield interviews Rui Morais, CFO at Dis-Chem Pharmacies.
Testimonies at the Sars Inquiry has many South African taxpayers panicked. Bruce Whitfield interviews Sars' Mark Kingon.
Andrew Ross, MD of Havas Sport and Entertainment, reveals the criteria for #burgerwars.
Popular articles
The aim is to take profits away from criminals and to regulate a product that millions of Canadians consume illegally anyway.
Callers on The Eusebius McKaiser Show with Sizwe Mpofu-Walsh discuss the Omotoso Trial.
James Grant says he thinks that it may be time to re-look how the law works in terms of dealing with rape victims.
![[WATCH] A golden buzzer for South African trio on talent show](https://cdn.primedia.co.za/primedia-broadcasting/image/upload/fl_progressive,q_80/c_fill,g_faces,h_148,w_233/emuxo8wxqy4jdacqmexf.jpg)
Khabazela shares some of the most popular tweets, posts, and videos on 'What's gone viral'.
Deputy Editor at Financial Mail, Sikhonathi Mantshantsha, seems to be finding excuses as to why its leaders are in trouble.
Discussions between Sanral, and the Ministers of Finance and Transport have apparently reached an advanced stage.
Eyewitness News reporter Clement Manyathela gives a summary of what came out of the EFF presser.
![[WATCH] Hilarious little girl tells mom that she needs a boyfriend](https://cdn.primedia.co.za/primedia-broadcasting/image/upload/fl_progressive,q_80/c_fill,g_faces,h_148,w_233/tq7nqlx9t5twmrephoaa.jpg)
Khabazela shares some of the most popular tweets, posts, and videos on 'What's gone viral'.
