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
Interest rates for positive balances range from 5.5% to 6.5%, the best in South Africa for this type of transactional account.
What is going on in bone-dry Makhanda (Grahamstown)? Bruce Whitfield interviews Jacko Maree (St Andrew's College).
"It’s been said you can’t bore people into buying your brand. Someone should’ve pointed this out to Dis-Chem," says Andy Rice.
Paris-Sorbonne University accepted Khumo Mampuru into its master’s in quantitative economics course, but he’s €12 000 short.
Only 5% of South African retirement fund members will retire comfortably. Bruce Whitfield interviews advisor Warren Ingram.
Andrew Ross, MD of Havas Sport and Entertainment, reveals the criteria for #burgerwars.
Popular articles
"It’s been said you can’t bore people into buying your brand. Someone should’ve pointed this out to Dis-Chem," says Andy Rice.
What is going on in bone-dry Makhanda (Grahamstown)? Bruce Whitfield interviews Jacko Maree (St Andrew's College).
Paris-Sorbonne University accepted Khumo Mampuru into its master’s in quantitative economics course, but he’s €12 000 short.
Africa Melane speaks to EOSA's Johannes Wessels about why so many highly skilled South Africans are taking their talents overseas.
Eusebius McKaiser and callers discuss the former president's stay of prosecution application.
Scorpio investigative journalist Pauli van Wyk and independent legal consultant Phephelaphi Dube analyse the events.
The account costs R4.95 per month; you get 1GB of free data. Swipe 4 times a month; you get 0.5GB of free data and R50 airtime.
Is there an investment case for MultiChoice? Arabile Gumede interviews Jacques Plaut, a Portfolio Manager at Allan Gray.
