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Celebrity Campaigns

footwear and apparel marketing
If you had to pick one company that was resurrecting their brand from the sea of mediocrity to being a player in the game, who would that be? The footwear and active apparel industry is as hotly contested as the beverage or auto industry. You have mega iconic brands such as Nike, Under Armour, Ford and Chevy. You have the goliaths of the world as well. The Tesla’s and Puma.   That’s right Puma! The German footwear and apparel company has long rode the coat tails of Olympic icon Usain Bolt to deliver its global message. Bolt has clearly been magicalREAD MORE
Amongst one of the most influential and powerful celebrities worldwide, Oprah Winfrey just stepped up and changed celebrity endorsement deals in a way very few have times 70,000,000! Most brands and their agencies when vetting a potential alignment with a celebrity, go about many traditional means including polling, analytics, social media evaluation and many other key contributing factors. Once the noodle is run through the soup, what comes out is confirmation or rejection. You only have two choices when it comes to a celebrity. Even with a 97% recognition by consumers according to TMA and #18 ranking on a measurementREAD MORE
Tag Heuer, one of the world’s premiere time piece and watch manufacturers has added a pretty special piece to their brand ambassador program by signing the all-time great NFL quarterback, Tom Brady. Brady embodies a cool swagger of excellence and success. There is no question that Brady resembles the core consumer of Tag Heuer. More importantly, he expands their marketing presence in the U.S. where competitors such as Citizen are signing up athlete spokespeople to represent their brand including Nascar’s Matt Kenseth, NFL’s Eli Manning, Country music star Kelly Clarkson and global tennis star Victoria Azarenka. Brady joins Tag Heuer’sREAD MORE
I was reading an article this morning about actress Eva Longoria smacking the Sydney Morning Herald upside it's head for a reporters shotty journalism. The back story is that Longoria just signed a significant deal to be the #celebrity spokesperson for an eyewear chain called SpecSavers. As part of the scope of work, Longoria would share her story about needing glasses to read via social + traditional media. What transpired next is exactly why all the good journalist are dead. Unlike days past where journalistic integrity mattered and in the world of the 24/7 news cycle, if you print it or blog itREAD MORE
Bethenny Frankel. When you hear her name, what do you think of? What is your impression of her? How do you view her portrayal on TV, in the media, on social media? If it is negative, candidly she probably doesn’t care. And rightfully so. Bethenny is building an empire and if you want to come along for the ride, get in line because SkinnyGirl products are blowing up! Yes, yes everyone knows of the SkinnyGirl line of alcoholic drinks that stormed the market and led to a massive acquisition rumor by Beam Global Spirits and Wine for what has been reportedREAD MORE
The NFL’s top celebrity athlete spokesperson adds another notch to his belt by signing a 5 year deal with the Columbus, Ohio based insurance company that is continuing to expand its investment in sports marketing significantly. Already the title sponsor of the Nationwide series in NASCAR, the company leverages its endorsement with racing’s biggest star and one of the top 5 spokespeople in all of American sports, Dale Earnhardt, Jr. Nationwide has a history of investing in multi-platform activations of its celebrity pitchmen including a full run of TV ads, print and digital assets utilized to take advantage of theREAD MORE
    In a bold move, iconic talk show host and social advocate Ellen DeGeneres has announced her plans to launch a new line of children's clothes through her lifestyle brand, ED. DeGeneres has joined Gap, the San Francisco based apparel retailing giant, to create the Gap Kids x ED signature line hitting stores in August. Started in 1969, Gap and it’s Gap Kids and Baby Gap branches have become extremely middle of America, selling a complete assortment of clothes, accessories and like-minded products to parents and kids. Ms. DeGeneres is a mainstream icon to women and moms for her bold stance on socialREAD MORE
As the most influential music act worldwide, Taylor Swift has become a marketing machine!  Her Tour has global and regional corporate sponsors including a new deal announced today by Keds who continues to re-define itself and become a fashion forward footwear brand for women and girls. The shoe brand has been around for almost one hundred years and has become the favorite for both everyday “girls next door” and fashion icons like Ms. Swift alike.  The RED Tour has seen over 1.5 million fans and is on its way to Asia. Also serving as corporate sponsor of Swift's tour is Cornetto;READ MORE
The Iconic soda brand signs up as sponsor for Florida Georgia Line's 2015 “Anything Goes Tour”! Country music act Florida Georgia Line is white hot and its front men, Tyler Hubbard and Brian Kelley are now joining Beyonce, Dale Earnhardt, Jr., Taylor Swift, Michael Jordan and 50 Cent among many other other famous stars in fronting a campaign for a beverage company that resonates with Middle America. Mt. Dew has signed on as an official sponsor for their upcoming worldwide tour set to kick off January 22 in Biloxi, Mississippi. The beverage and apparel industries have long been considered the HolyREAD MORE
Superbowl MVP Russell Wilson Creates Non-Profit To Assist Domestic Violence Victims!   We have entered into a time where most NFL athletes, in fact most pro athletes, are shying away from this powder keg of a topic after the Ray Rice and Greg Hardy arrests for domestic violence against their significant others. However, Superbowl MVP quarterback Russell Wilson from the Seattle Seahawks has decided to take a stand. Wilson, who has done everything the right way since entering the NFL first challenged two of his friends, iconic athlete Derek Jeter and singer Justin Timberlake to be involved, donate money andREAD MORE
With Derek Jeter goes the end of an era! In a recent Nike Jordan brand commercial called Re2pect, it is clear that Derek Jeter (any New Yorker can hear the echoing call of his name from former Yankee announcer Bob Sheppard), is different.  No, not just because he is a 40 year old playing a boys game.  No, not because his career has spanned over one of the most harmful eras in sport’s history because of the explosion of PEDs.  I think it is more tied to Jeter’s steely determination to win at all costs while still respecting the opponentsREAD MORE
Celebrity endorsement deals in the health and beauty industry are not a new phenomenon or even particularly unique, however, when a celebrity spokesperson extends their relationship from haircare to skincare, that is uncommon. Fey will be adding on to her role as spokesperson for Garnier’s Nutrisse hair color as the face of Garnier’s latest skincare line set to debut in stores this month. The original haircare deal was inked in 2011 when Fey was hired as the featured celebrity spokesperson to help focus their marketing efforts towards suburban women and moms. It is Tina Fey’s “girl next door” persona which enablesREAD MORE
Interesting question.  As I read Publicis’ CEO Maurice Levy’s comments about two infamous selfies, The Oscars and Ellen DeGeneres and The White House with President Obama and Boston Red Sox player David Ortiz I am beginning to think this might be a good thing taken too far.  Mr. Levy values the Oscar selfie at $1,000,000,000 in value based on the social media views which were roughly the same as the total global viewership (37 mil vs 43 mil). The Oscars’ selfie which featured Ms. DeGeneres, Bradley Cooper, Brad Pitt, Julia Roberts, Jennifer Lawrence, Meryl Streep and Kevin Spacey, to name aREAD MORE
Express, long thought of as one of America’s most mainstream apparel retailers has changed course and signed their first celebrity spokesperson in over a decade, supermodel Kate Upton!  Upton who has graced most every globally iconic magazine including Vogue, Allure, Vanity Fair, Sports Illustrated Swimsuit Issue, Cosmopolitan, Esquire, Women’s Wear Daily, Harper’s Bazaar and many others has become incredibly well liked by the everyday woman and mom with her modern sensibilities and approachable personality.  Express will pony up an excess of seven figures on this celebrity endorsement in an effort to freshen up its mass appeal. The campaign will aimREAD MORE
In the world of 24/7 PC media, Celebrity Chef Paula Deen stepped herself into a cave that most felt she would never get out of.  Well, that is excluding the private equity firm Najafi Cos. headed by billionaire Jahm Najafi of BMG Music Service and the Book-of-the-Month Club fame. With the rise of subscribers to Paula Deen’s Magazine by 40% and an increase in sales of her Springer Mountain Chicken by 35% there is definitely a feeling that Ms. Deen is having something of a comeback.  It’s been widely reported that Paula Deen is negotiating a TV show.  Scripps’ FoodREAD MORE