The use of ambassadors has been growing for the last 20 years because of proven value.
Hundreds of academic reports have demonstrated the large potential value in terms of:
The impact of social media
Historically, ambassadors were a route to mass media and familiarity.
The explosive growth of social and other online media means that some celebrities and influencers offer more direct reach than mainstream media.
Many influencers do not have mainstream acceptance yet still offer access to multi-million follower groups.
Accurate and effective ambassador procurement depends on a clear understanding of business needs.
For example: change of focus on any of the factors in the table will directly affect ambassador selection.
Ambassador selection criteria need to be tightly defined : age, geography, personality, back story, personal aspirations, values, other sponsors, social media following.
Each of these celebrities, for example, delivers a very different message.
Various attempts have been made to provide a ‘single mark score’ for celebrity endorsers, such as Q-Rating, Talex or Hookit. But these have generally been developed in order to ‘sell’ talent.
Although social reach metrics can be quantified and some audience segmentation is available, a truly objective and quantitative assessment is not possible.
Our approach to endorsement reflects our entire approach and is absolutely bespoke to each brand.
We consider existing rating, career trajectory recommend and bespoke research on major investments to establish trust ratings in key markets.
Successful talent ID depends on maximum alignment with business objectives, target audience profile; celebrity intrinsics, especially trust; and social context.