Behind the Brand: Prof. Dr. Renata Thiébaut on How Celebrity Endorsements Really Work
When Taylor Swift takes the stage or Jennifer Aniston appears on a product campaign, the world pays attention. But what happens behind the scenes of these celebrity-brand endorsement partnerships? Few can answer that better than Prof. Dr. Renata Thiébaut, faculty member at Gisma University of Applied Sciences, and a global marketing expert who has spent years working with celebrities to elevate brands on a world stage.
From live-streaming with Magic Johnson to activating merchandising campaigns with Kobe Bryant, her portfolio is as star-studded as it is strategic. In this blog, we explore her first-hand experience in celebrity endorsement and what brands and marketers can learn from it.
Meet the Marketing Expert: Prof. Dr. Renata Thiébaut on Celebrity Endorsements
Prof. Dr. Thiébaut brings more than just academic theory to the classroom. She is the Chief Strategy Officer at Green Proposition and a visiting professor at various global institutions. Her marketing expertise has seen her partner with household names like Alibaba, Nestlé and Shop.com, where she crafted campaigns that connected brands with some of the most recognisable names in entertainment and sport. Her insights into celebrity endorsement aren’t just academic – they’re lived experiences that have led to measurable brand success.
Prof. Dr. Thiébaut’s expertise has earned her prestigious awards, including Innovator of the Year (2020) from the International Professional Women’s Society and inclusion in the 2025 100 Brilliant Women in AI Ethics list. At Gisma, her real-world insights enhance our mission to offer world-leading education, preparing students to progress their careers and broaden their horizons.
Redefining Celebrity Endorsement: Beyond Traditional Brand Deals
Today, celebrity endorsement means more than appearing in an advert. It encompasses ownership, investment, long-term collaborations and even organic support. According to Dr. Renata, understanding these distinctions is key to making a campaign work.
“Celebrities do not guarantee sales,” she explains. “Merchandising and prices need to be in line with what consumers want to buy.” In other words, celebrities can play many different roles in brand recognition, but their involvement must be part of a broader strategic approach.
1. Celebrities as Brand Builders: Ownership and Investment in Brands
Some celebrities are not just endorsers – they are stakeholders. Dr. Renata worked with Taylor Swift and Kobe Bryant on merchandising initiatives where they weren’t simply the face of a brand, but creators of it.
Magic Johnson invested in Uncle Bud’s, a wellness brand also backed by Jennifer Hudson and Jane Fonda. In these cases, the celebrity’s genuine involvement – not just a signature on a contract – became a core part of the brand story.
Jennifer Aniston started as a fan of Vital Proteins. When the brand was acquired by Nestlé, she became its Chief Creative Officer. Authenticity turned into investment, and then into influence.
2. High-Impact Celebrity Endorsement Events for Brand Success
A well-timed event can turn a celebrity endorsement into a cultural moment. In 2020, Dr. Renata organised a live-streaming session with Magic Johnson which became one of Alibaba’s biggest online activations that year.
When Kobe Bryant flew to China for a live event, the buzz created by his appearance rippled far beyond the venue. These events weren’t about short-lived attention; they built brand recognition in competitive markets.
3. The Power of Organic Celebrity Endorsements for Brands
Some endorsements aren’t planned. Dr. Renata recalls how Jellycat, Galvan London, and Dr. Bronner saw massive spikes in sales simply because Hollywood celebrities used their products – with no formal deal in place. This kind of authentic association often carries more weight than a sponsored post.
It’s a reminder that product quality and cultural cachet can lead to celebrity brand endorsements without a single contract signed.
4. Building Resonant Brand Collaborations with Celebrities
Working with Shop.com, Dr. Renata was involved in multiple campaigns with stars like Jamie Foxx, Carmelo Anthony and Scottie Pippen. These weren’t just one-off celebrity brand ambassador events – they were long-term marketing strategies.
Scottie Pippen promoted Isotonix, a private label product, through short-form video and exclusive content. Carmelo Anthony signed merchandise used as giveaways to drive community engagement. The result? A multi-channel strategy that positioned the celebrity as part of the customer journey.
5. Leveraging Celebrity Collections for Brand Engagement and Sales
Many brands, like Logitech, Hunter, Geox and many more, have long leaned into collections featuring celebrities. Roots Canada, for example, have had collections with Justin Bieber and, later, Shaun Mendes. Dr. Renata explains how these curated partnerships drive both interest and sales, especially among younger demographics.
Even niche partnerships, like cycling brand Specialised Bikes’ work with Slovak cyclist Peter Sagan or chef endorsements of Wüsthof knives, show the breadth of celebrity branding beyond pop culture.
6. Government Officials as Brand Endorsers: Insights from China
While uncommon in Western markets, Dr. Renata notes that in China, it’s not unusual to see ambassadors and senior government officials involved in celebrity advertisements. Their participation can take the form of photo shoots, short videos or live-streams, often helping to build trust and credibility for international brands entering the market.
“This is extremely common in China, but I do not see this happening in other markets,” she explains. Although this practice might raise concerns in other regions, particularly where public-sector neutrality is expected, it highlights how local norms and regulatory environments can shape marketing strategies. For global marketers, understanding these differences is essential – not to replicate them, but to navigate them appropriately.
Key Factors for Successful Celebrity Endorsement Campaigns
Dr. Renata’s takeaways are clear:
- Relevance matters: The celebrity must resonate with the brand’s audience.
- Involvement is key: Ownership or deep collaboration is more impactful than a passive image.
- Marketing activation makes the difference: Limited-edition products, giveaways or behind-the-scenes content can drive engagement.
- Know your market: Fame is relative. What works in one country might flop in another.
For example, older celebrities may struggle to connect with Gen Z audiences. Yet a niche influencer with high relevance could outperform a megastar in the right context.
The Importance of Celebrity Marketing Expertise for Future Marketers
Gisma students aren’t just learning from books. With tutors like Prof. Dr. Renata Thiébaut boasting experience working with some of the world’s best celebrities, they gain access to insights shaped by years of international brand work.
Understanding celebrity marketing at this level means understanding global markets, cultural dynamics and digital strategy – core competencies for anyone entering marketing today.
Learn Celebrity Marketing from the Experts
If you’re interested in how branding, coIf you’re passionate about social platforms, influencer culture, and the power of personal branding, Gisma’s MSc Social Media and Influencer Marketing lets you explore these trends with real industry insight. Learn from experts like Prof. Dr. Renata Thiébaut, who brings global experience in celebrity endorsements and digital strategy. This is your opportunity to go beyond the textbook and understand how social influence drives modern marketing.
Want to explore more?