Stars, such as Beyonce, Justin Timberlake and others are snuggling up to big businesses with a new title.
But, is this latest trend in celebrity-fueled marketing just an advertising gimmick used to get around the word “endorsement”? Or are stars truly dedicated to being in the office, giving input and helping to advance a brand’s product innovation?
For celebrities and the companies who hire them, creative direction is the intersection between the roles of employee and endorser, and the terms should be clear, says Daymond John, the founder of clothing company FUBU and an investor/mentor on ABC’s business reality competition Shark Tank.
When he launched FUBU 20 years ago, John says, rapper LL Cool J and other musicians were “integral” to some creative and promotional aspects of the line, but he would not go so far as to name a star “creative director.”
“Because we’re a design firm; we’re creative,” John explains. “Ambassador, yes? Creative director, no. Because, then they’d say, ‘Well, then what the hell is your job?!'”
Read more about what Daymond has to say at USA Today.
