Asian brands enlisting the support of international talent can have a huge impact in the home market and abroad, but all too often they make the same easily avoidable mistakes, says UK talent booker Emma Usher.
As China moves to outlaw ridiculous celebrity endorsement claims, brands will need to learn new marketing tactics.
Pros and cons of endorsers, both famous and otherwise.
SHANGHAI – Actress and L'Oréal endorser Fan Bingbing posted frizzy-hair photos on her Weibo account just before the weekend. Unfortunately, hair wasn't the only thing going haywire, as the posts implied a logical fallacy that social-media users quickly pounced on, leaving the brand red-faced.
HONG KONG - Peak Sport Products has signed an endorsement agreement with Tony Parker, a four-time NBA All-Star and point guard for the San Antonio Spurs.
HONG KONG - Focus Media Network, a digital out-of-home media company, has announced an additional investment by Asia-based Gen2 Partners Limited.
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