A brief look at the media indicates more than a mere smattering of celebs fronting campaigns. Whether it’s Joanna Lumley auctioning off her wardrobe for charity or Vinnie Jones advising us on CPR, it seems that adding a famous face to a campaign adds resonance. As consumers, we are bombarded on a daily basis with celebrity endorsements for everything from coffee to holidays, but does it work?

I have often been involved in debates about the value of celebrity content when considering clients’ campaigns and publications. In theory, a well-rounded publication or campaign should contain a wide mixture of content that appeals to its readers. After all, a magazine which doesn’t draw in the customer, and fails to engage the reader enough to go past the front cover will not inform them and is a wasted opportunity.

Does this necessarily mean a celebrity is the answer? In most cases, yes. However, there are exceptions.

Businesses will need to question whether the celebrity fits its brand. Any campaign will need to have clear objectives to achieve results and whether the personality fits these objectives is a major consideration. After all the chief aim of a publication or campaign is to connect with the target audience, and the addition of celebrity involvement is to support and heighten this connection. A famous face shoe-horned in for the sake of it will not fool the consumer and risk creating more negative headlines than positive pieces.

Also, the link between the campaign and celebrity in question needs to be credible. Does the personality appeal to the target demographic and will their endorsement have resonance? Do they have longevity? After all, in many cases, a personality can become a major star then quickly turn into yesterday’s news. Businesses should carefully consider the background and activity of the celebrity to avoid backing a flash in the pan.

All in all, regardless of the merit of the publication or campaign itself, it’s a well-known and respected face that attracts the consumer’s attention in the first place.

Celebrities are excellent for grabbing people’s attention and providing mass appeal. The use of a personality also helps to influence the way consumers view a brand. Customers relate the brand to the fame and success of the celebrity and consequently may be drawn to purchasing the product in the hope of emulating those qualities to some degree.

The addition of the right famous face can add both momentum and memorability to a campaign or publication, helping to ensure it attracts awareness and delivers results.

Gail Franks is MD of Summersault Communications