"UNPACKED" is a series of client work developed long ago, or work that never saw the light of day. All content has been edited to remove sensitive client data/information/proposals where necessary. Why "UNPACKED"? It's based on the belief that, like books, the true value of content is manifested only when it's for public benefit, rather than kept in private - on shelves or buried in one's digital device. This slide deck (an excerpt from a fuller strategic deck) specifically was created to help frame the different ways a brand can pursue the use of a personality/celebrity. Strategies explored here is of course by no means exhaustive; but merely a point-of-view and an attempt to capture the most common strategies applied.

1. By Alex Goh,
Associate Strategic Planning Director,
M&C Saatchi, Kuala Lumpur.
The 4 Types
Of Endorser
Strategies

2. Level of involvement
Celebrity as
communications talent.
Suggest usage, without
advocating for efficacy.
1. TALENT
Communications
cut-through and
values transfer.
Celebrity as brand
spokesperson; also,
inputs into design
/development of product
and marketing.
4. PARTNER
Maximises values
transfer & brand-
celebrity association.
LOW HIGH
2. TESTIMONIAL
Confirms:
“It does what the
brand promises.”
Use of personalities with
high likeability and/or
depicting the average user,
explicitly supports product
promise.
KEY OUTCOME
The TTAP Model outlines the four most frequently used approaches.
3. AMBASSADOR
Advocates:
“Good for me;
good for you.”
Leveraging trust in
celebrities and/or expert
credibility to evangelize
the product and brand.
Overview: Types of Endorser Strategies

3. Overview: Endorser Strategy in Action
Level of involvement
Celebrity as
communications talent.
Suggest usage, without
advocating for efficacy.
Celebrity as brand
spokesperson; also,
inputs into design
/development of product
and marketing.
1. TALENT 2. TESTIMONIAL 3. AMBASSADOR 4. PARTNER
LOW HIGH
Use of personalities with
high likeability and/or
depicting the average user,
explicitly supports product
promise.
Automotive: Actress Maya Karin and
newscaster Owen Yap, for Ford Focus
F&B: Actor Hugh Jackman
and actress Ana de la
Reguera for Lipton Tea
Services: Comedian Harith
Iskandar for local telco Celcom
Leveraging trust in
celebrities and/or expert
credibility to evangelize
the product and brand.

4. Overview: Endorser Strategy in Action
Level of involvement
Celebrity as
communications talent.
Suggest usage, without
advocating for efficacy.
Celebrity as brand
spokesperson; also,
inputs into design
/development of product
and marketing.
1. TALENT 2. TESTIMONIAL 3. AMBASSADOR 4. PARTNER
LOW HIGH
Use of personalities with
high likeability and/or
depicting the average user,
explicitly supports product
promise.
Automotive: Depicting testimonials from an
actual car owner.
Services: Showcases
successful local businesses
as users of Maxis.
Fuels: Malaysia’s Prince
of Drift, Tengku Djan,
testifies to BHP’s fuels.
Leveraging trust in
celebrities and/or expert
credibility to evangelize
the product and brand.

5. Overview: Endorser Strategy in Action
Level of involvement
Celebrity as
communications talent.
Suggest usage, without
advocating for efficacy.
Celebrity as brand
spokesperson; also,
inputs into design
/development of product
and marketing.
1. TALENT 2. TESTIMONIAL 3. AMBASSADOR 4. PARTNER
LOW HIGH
Use of personalities with
high likeability and/or
depicting the average user,
explicitly supports product
promise.
Leveraging trust in
celebrities and/or expert
credibility to evangelize
the product and brand.
Luxury goods: James Cameron as a “Rolex Icon”,
and the brand’s support of the Deepsea Challenge.
Beauty: Le Sinje as
SK-II’s brand
ambassador travels the
world to share her
beauty secrets.
Fuel/lubricants (until 2009):
Michael Schumacher as Shell
Global Brand Ambassador
represents the company in
talking about its role in F1 and
in promoting road safety.

6. Overview: Endorser Strategy in Action
Level of involvement
Celebrity as
communications talent.
Suggest usage, without
advocating for efficacy.
Celebrity as brand
spokesperson; also,
inputs into design
/development of product
and marketing.
1. TALENT 2. TESTIMONIAL 3. AMBASSADOR 4. PARTNER
LOW HIGH
Use of personalities with
high likeability and/or
depicting the average user,
explicitly supports product
promise.
Beauty: Rihanna signs on as Creative
Partner for MAC cosmetics, tasked to
work on her own line of cosmetics.
Technology: Will.i.am of The Black Eyed
Peas fame signs on as Director of Creative
Innovation, for Intel.
F&B: Marc Jacobs signs
on as 2013 Creative
Director for Diet Coke
Leveraging trust in
celebrities and/or expert
credibility to evangelize
the product and brand.

7. Now, go be the
best version of you.
By Alex Goh,
Associate Strategic Planning Director,
M&C Saatchi, Kuala Lumpur.
alex.goh@mcsaatchi.com.my
The 4 Types
Of Endorser
Strategies