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PR Pros Explain Why in This Age of Transparency Big-Name Stars Continue to Rule Endorsement Game

From the very first interview of a long media day with a certain celebrity, Michael Sullivan, now the senior VP, North American consumer practice director of MSL Group, knew he was in for a grueling time. As Mr. Sullivan remembers it, the celeb repeatedly failed to name the jewelry brand she was being paid to endorse. “She never mentioned it once,” he said.

It’s a common PR nightmare, right up there with an endorser rambling on without making sense, or a spokesman awkwardly manhandling the product paying the PR person’s bills. In an age of transparency, the public is savvier than ever and can smell a forced endorsement marriage a mile away.

Read the entire article at AdAge.