Star Power

These days everyone is keeping a close eye on their bank account. Frivilous spending has been replaced with savings, but could your favorite celebrity help you stray from the rainy day fund?

Reversing last year’s trend marketers are resorting to the celebrity endorsement to entice consumers to do a little shopping. At the recent award shows and even at the big game everyone from Eric Clapton to Drew Barrymore were selling you things you don’t need. Media licensing consultancy Greenlight analyzed the commercials from this year’s Grammy awards. Vice president David Reeder says their research suggests a definite rebound in celebrity endorsements is underway. Reeder says last year brands were trying to cut costs by using popular songs. Now they’re back to signing up the stars to forge emotional connections with consumers and maximize brand awareness. In total Greenlight found that fifteen percent of the commercials from the 2010 Grammys featured a celebrity, a 150% spike from last year. I wonder if this will get you to spend a little more loosely. Maybe the government should consider a little star power to sell their next controversial stimulus plan.