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In the brave new world of social media, marketers are doubling down on celebrity endorsements, banking on stars’ earned media mojo to help their campaigns catch fire.
Take HTC’s splashy, $1 billion campaign starring Robert Downey Jr. or Pepsi’s $50 million endorsement agreement with Beyoncé. “Pretty much anything she does is covered both in traditional and social media,” said William Gelner, chief creative officer of 180LA, which this spring created a popular Pepsi spot starring the singer.
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