Marketing consultant Millward Brown has created a scoring system that determines how effective a given celebrity would be at endorsements, as well as which brand would be the best fit for each celebrity.
Dubbed Cebra (Celebrity and brand combined), the scoring system works on a scale of 0-100 and weighs three factors: celebrity, buzz, and likeability.
From there, the the personality characteristics are paired with consumers' attitudes about certain brands, which leads to an indication of which celeb works best for which brand.
Millward Brown teamed with Bangor University in the U.K. to develope the measurement system based on the neurological facts about how the brain processes feelings and emotions for various brands and celebrities.
So what were the results?
Well, Will Smith and Brad Pitt tied for first, which is not at all surprising. Tiger Woods (pre-known adulterer) and Oprah came in second place. Denzel Washington scored third, while Clint Eastwood and Ellen DeGeneres tied for fourth. Morgan Freeman, Johnny Depp, and Angelina Jolie came in a three way tie for fifth.
The scoring system determeind that Brad Pitt's all-American quality matched nicely with Gap, Oprah would be a great mascot for Amazon.com, Will Smith would do well for Gillette and Ellen would be good for Priceline.com. Cebra suggested Clint for Chevron and Angie for Visa.
We have to say, we really think those pairings are dead on!
Others who scored well were Miley Cyrus, who was suggested for Starbucks, and Reese Witherspoon, who was paired with Target.
This is a pretty cool development in the marketing world, and it makes us wonder if a high Cebra score will becoming a bargaining chip for celebrities' agents and publicists. This could change the game!
We're sure Ungaro which they had a rating for Lindsay Lohan before hiring her.
[Image via WENN.]
As if it isn't enough that talk show queen Oprah Winfrey is going off the air in 2011, a Harpo employee has revealed that they "have no plans this season for a 'Favorite Things'".
What the eff, O!?
Since 2002, Thanksgiving marked the week of the most hyped episode of the year. And no doubt the loudest episode too! Audience members would scream, cry and probably suffer heart palpatations for over an hour while getting bombarded with numerous "of the moment products".
Even though last year's 'Favorite Things' was more low-key and affordable considering the economic situation, that was better than nothing! Well, maybe not for the audience because they ended up getting punked big time.
Why the change of heart Oprah? After this year you only have one more holiday season on the air. Maybe she's saving up and going all out next year???
[Image courtesy of The Oprah Winfrey Show.]
Christian Siriano has never made demure debuts of his creations, and his gifts are no exception!
Christian is a guest on today's episode of Oprah, and together the host extraordinaire and talented designer call up Christian's old Project Runway pal, Heidi Klum via Skype.
On the big screen in Oprah's Chicago studio, Heidi opens the gift that Christian sent to welcome Heidi's newest born baby, Lou Sulola Samuel, born October 9th. Once Heidi manages to open the box, she reveals Christian's creation - a couture ruffled bib! Adorable!
That Christian - what a sweetheart!
P.S. - We kind of hate Heidi for looking so gorgeous via webcam, sans-makeup and only 20 days after giving birth. We're jealous!
As if Oprah didn't have enough things to ca$$$h in on, the talk show queen sells clothes she's worn at her store in Chicago.
Most people would think if someone's going to shell out money for the recycled threads they'd get to try them on right?
Nope, not in the store of Lady O. The clerks tell customers it's "to preserve the integrity of the items and ensure that Oprah was the last person to wear them."
Then why not just put them in a museum?
They will let you sit in a chair from Oprah's 1997 set and take your picture, but you can't take pictures of anything else.
Harsh!
[Image via AP Images.]
Exciting news! Following in the footsteps of Justin Timberlake, Marc Jacobs, and Kate Moss this past year, GAP head honcho Patrick Robinson and Oprah Winfrey will co-chair the 2010 Costume Institute Met Gala on May 3rd.
The new exhibit will be "American Women: Fashioning A National Identity," and will examine "how the American woman initiated style revolutions that mirrored her social, political, and sexual emancipation."
Interesting!
What's more, the clothes that will be displayed were designed by the likes of Coco Chanel, Jeanne Lanvin, Paul Poiret, Edward Molyneux, and many more, and many of the clothes haven't been seen by the public in more than thirty years. The exhibit will run from May 5th through August 15th.
Exciting! Can't wait to check it out.
[Image via AP Images.]
