Have a desire to hire a celebrity as your product or service's spokesperson? Lots of companies invest in brand-name names to speak on their behalf--sometimes with excellent results, sometimes with
disastrous results. Luck may play a role in the process--you can't be held responsible if your luminary goes out and does something stupid and very public on a weekend, say--but to a degree there is
in fact a way to measure if a specific celeb would be an effective "face" for your particular needs. At least that's the claim made by Davie-Brown Entertainment, which this week introduced its
Davie-Brown Index. The index is being promoted as a tool "created for brands by brands to evaluate celebrities and their influence" based on eight key attributes. "The main reason we created [the
index} was because there was a void in the industry," says Jeff Chown, president of David-Brown Talent. "Brands and their agencies were asking for this information, and it wasn't there." The company
says it will also offer its clients an express version of the Davie-Brown Index, which will tablulate an effectiveness score for any celebrity within 48 hours. "Brands can gain an immediate
perspective on how recent developments have affected a celebrity's attributes or how lesser-known celebrities rate," Chown says.
advertisement
advertisement
Read the whole story at Hollywood Reporter »
