With advertisers using the star-persona as a definite measure to create brand identity, there are those who feel it’s high time right strategies are brought into it. Keeping this in mind, GroupM has launched CelebZ, which will allow marketers to zero in on the celebrities who have the strongest appeal within their specific target segment and fit in with the brand.
“Brand building is becoming more challenging by the day. Celebrities have the potential to grow brands in a discontinuous manner. Unfortunately, this important space is being handled in an ad hoc manner. CelebZ is an important step towards bringing science and accountability to this space. I believe this will help brands not only select celebrities more intelligently, but also harness their star power better for their brands,” said Vikram Sakhuja, COO, GroupM, South Asia.
The CelebZ study will cover 86 celebrities across various fields and across the North, West, East, Tamil Nadu, Andhra Pradesh and almost 140 brands. It will measure the overall size and nature of the relationship that consumers have with a celebrity and, therefore, create an equity pyramid.
GroupM has done this through Millward Brown, which conducted research and tests, to identify personas of the celebrities, in terms of 12 positive and 12 negative characteristics that some of them have.
GroupM takes a closer look at celebrity endorsement with CelebZ