Aug 3, 2023

Dear celebrities: Please stop launching brands. Seriously, please stop.

If you absolutely must, please consider these five things first.

May 9, 2023

Are celebrities overused in advertising?

The use of celebrities is an increasingly popular and costly option for advertisers. But are brands getting a return on their investment?

Feb 15, 2023

Why Serena Williams was in two Super Bowl ads for alcohol brands

Brands have to make concessions when working with the world’s biggest stars.

Nov 25, 2021

Should brands distance themselves from ‘controversial’ celebrities?

Chinese consumers tend to turn themselves into brand representatives. So if companies abruptly terminate their partnerships with celebrities, shoppers feel betrayed by them.

Sep 22, 2021

Why China’s war on celebrities could actually benefit brands

Beijing's ongoing crackdown on celebrity and fan culture has seen brands searching for ambassadors who are less likely to attract controversy, such as subject matter experts, athletes, and mature influencers.

Aug 4, 2017

Why do some Chinese KOLs spur buzz but have no commercial impact?

Because posts containing only a combination of hashtags can be quite meaningless.