The TV production house says the set-up will make the process of finding
appropriate celebrities more systematic and cost-effective because of
its network of contacts, including in Hollywood.
Saville executive producer Johnnie Doran said: "A company can benefit enormously from using celebrities to endorse its products. It raises the profile of the company itself, signals to potential investors and customers that it is rich and important and can be a good way to attract bright new recruits. Celebrity campaigns also make companies appear sexier."
