AdNews

Game, Set, Ad!

MANDI VAN DER MERWE

M&C Saatchi ECD

Using sports stars is much like using any other celebrity/influencer in a campaign — the real value is not their fame, it’s in their relevance. More important, it’s in their relevance to the idea. Too often brands just chuck a “name” at a project because it helps draw eyeballs. But the real value of endorsements is in the meaning they bring to a brand.

SCOTT HUEBSCHER

303 MullenLowe ECD

I think when it comes to using sports stars, the watch-out is the tendency to use athletes as

You’re reading a preview, subscribe to read more.

More from AdNews

AdNews5 min read
Advertising For The World To See
This a pivotal time to create tourism campaigns, as the world reopens for travel. The agencies have done a great job at reaching multiple demographics. Tourism campaigns are one of the most challenging briefs going. A long checklist of things to tick
AdNews3 min read
Howatson+ Company
Howatson+Company, a young agency started in 2021, with a defining value of “care fiercely”, has been named Creative Agency of the Year. The agency’s work I’m Dying Inside: A modern period drama for Modibodi, set the benchmark for how brands should sh
AdNews4 min read
Howatson+Company
Employer of the Year (headcount over 75) sponsored by Samsung Ads has been won by Howatson+Company. “This agency’s retention rate, high NPS score and thoughtful investments into L&D impressed the judges as they truly felt every employee at the agency

Related Books & Audiobooks