Celebrities Can Be Key to Creative Collaborations

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NEW YORK The power of celebrity endorsements is undeniable, according to marketers and celebrities who participated in a panel today called “Stars of Madison Avenue: The Business of Celebrities.” So much so that the use of famous people in advertising not only shows no signs of waning, but will evolve into treating celebrities as “creative collaborators,” not vendors, said Diego Scotti, vp of global advertising for American Express.

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