Try before you testify. That simple logic seems lost on some celebrities in China. Otherwise the government wouldn’t have resorted to another endorsement crackdown this year. However, asks Herman Cheng of Havas Media Beijing, how far do famous names really need to go to show credibility?
Marketers everywhere want to find the quickest, most cost-effective and least-convoluted route to the hearts and minds of lower-tier city consumers. But you might be holding it right now.