Advice from Action Digital, a division of Action Global Communications
The concept of using celebrities – real or imagined – as brand ambassadors is not new. Santa’s been at it for years, the Marlboro man got away with it for longer than most of us imagined and the Old Spice Man was resurrected albeit in beefier form. The rise of social media though has evolved influencer marketing into a whole new engagement approach – yet a complex one to navigate.

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