Analysis
Staff Reporters
Jul 16, 2012

Asia's brand ambassadors: Celebrity endorsements in China and across the region

Advertisers have been employing celebrities to give instant cachet to brands since...well, since advertisers and celebrities have existed. Here, Campaign Asia-Pacific archives the actors, actresses, singers, athletes and famous-for-being-famous people who front brands' ambitions in the region. If you can think of an Asian celebrity endorser we missed, comment below or send us a message.

Lang Lang, a 31-year-old Chinese-born concert pianist based in New York, has become a global Allianz brand ambassador.<br><br> Joseph K. Gross, head of group market management of Allianz told Campaign Asia-Pacific that the renowned pianist is the first Asian global brand ambassador for Allianz. <br><br> Gross acknowledged the choice is due to the importance of Asia and China as growth markets. The company has been present in the region since 1917, providing fire and marine insurance in the coastal cities of China. Today the company is active in 15 markets of the region, with over 14,500 staff serving the needs of over 21.4 million customers in the region. <br><br> Lang Lang will be featured next to other personalities in the Allianz Airport campaign, the global arm of the brand's successful ONE campaign, which is running in more than 30 countries. The campaign was developed by lead agency Grey London and global media agency Mediacom in London. <br><br> Gross said that the utmost commitment to customers and their needs is the cornerstone of the global brand communication concept. “It places the customer at the center of our activities and therefore it is based on real people, like our customers, employees or distribution partners, sharing real stories and experiences,” he said. <br><br> Following the brand's experience setting up successful programmes based on other ambassadors, such as a junior football camp, Allianz will provide an opportunity for young talents to participate in a programme of the Lang Lang International Music Foundation—including a chance to work with the artist. <br><br> “Lang Lang is an outstanding personality and an inspiring role model to unite people around the world”, said Oliver Bäete, member of the board of management of Allianz SE. “As a global company, we believe in the power of music as a global language.”

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