When Does Leaning Hard Into Celebrity Become Lazy and Dangerous?

Fame, as a branding channel, dominated advertising in 2014

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There are many things that defined 2014 in advertising. Mobile domination, our insatiable desire for a viral hit, TV ads alive and well, Goodvertising, Big Data and, of course, the failed merger confirming the French and Americans will never really like each other.

But the most interesting story this year is our industry's obsession, and increasing reliance on, celebrities.

There have always been brands that bank on endorsements from entertainment luminaries, and we have come to expect it in fashion, beauty and sports apparel.

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