The cult of celebrity, of course, has always been with us. From Cleopatra to Henry VIII, from Rasputin to David Beckham.

The question is:  does a celebrity voice add value to your company or brand’s  radio advertising? If so, is the celebrity voice worth the additional cost? All of this then leads to the bigger question –   is this ‘voice’ a good investment for my company?

Personally, I think some radio advert scriptwriters use celebrity voices in the absence of a relevant idea for the brief and the target audience. In the end, it’s the message not the messenger which is most important.

If the message is not relevant to the audience you want to reach or memorable either, no celebrity can help. But sometimes, just sometimes, you hear a celebrity speaking up for a company or a product and you think ’that’s a good fit’.

That’s when celebrity voices become powerful.

Like the time when there was a queue around the block for the launch of a new property development

Or the time we helped introduce a new car model and the manufacturer sold out for the first 6 months of production

Or the time we helped a new domestic brand to market and it researched as a househould name within 3 months.

These are just some of the many successful campaigns we have seen at Radio Experts, where skillfully chosen celebrity voices have added some rocket fuel to an advertising campaign.

Like so many things in life, the answer is that if a thing is done carefully, it is done well.

And one more thing – it’s radio so we will never ask you to choose a celebrity with a well known face but a little known voice! You’d be surprised how many people make that mistake…….

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency.

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