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With consumers facing so many choices these days, an emotional connection with a certain celebrity may make the difference between whether a shoppers hand stops over one product or moves on to the competition.

Marketers of brands that employ the services of celebrities will know that few promotional strategies can impact the bottom line as much as -- and as quickly as -- forming an alliance with a celebrity.

...celebrity endorsement has the power to instigate and inspire, enlighten and enrage, entertain and edify the consumer. Its inherent benefits are that it can be leveraged across multiple channel experiences (and potentially services), cuts through advertising clutter, creates a brand narrative and allows for channel-specific optimization.

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