Stuart Dornfield

Forbes Magazine reported that two University of California Davis economics professors calculate that Tiger Woods' infidelity has cost shareholders of the companies he endorsed up to $12 billion in losses, though I find that hard to believe. One thing is for sure though, today marketers will find it harder than ever to feel totally comfortable with the celebrity they select to endorse their product or service. 
Gerry Philpott, president of Los Angeles-based E-Poll Market Research, a firm that gauges the marketability of hundreds of public figures, recently ranked the A-list names Americans rated the highest in trustworthiness, awareness and appeal.
James Earl Jones topped the list, followed by Tom Hanks, Michael Keaton and Sally Field to name just a few.
Now I’m no pollster, but I have to believe that if Bill Clinton endorsed the right product, Americans would believe him. Sure he was unfaithful to his wife, but he was (and still is) one of the most well-liked and highly respected U.S. Presidents. How about Bill Clinton endorsing Business Week or Forbes Magazines?  That would work well. Or perhaps an investment firm like Ameriprise to reach boomers? 
And where is Oprah Winfrey on that E-Poll list? Why isn’t she in the top 4 on Forbes’ list? Isn’t she one of the most trusted celebrities in the world? To my way of thinking, she’s already demonstrated she’s the #1 endorser in the world! Just look what she did for the careers of Dr. Phil, Dr. Oz and Rachel Ray, let alone her own magazine and other media properties. Not to mention all the books she has endorsed on her show that quickly became N.Y. Times best-sellers!
Andrew Katz, senior brand manger at Pepsi-Cola Marketing, recently told OMMA Global attendees in San Francisco that the world of celebrity endorsements has changed dramatically. (For those old enough to remember, Pepsi probably spent more money on celebrities than any TV advertiser in the 70’s, 80’s and 90’s) In Katz’s opinion, “with the decentralization of information, having a Britney Spears commercial isn't important any more because you can get information on her 24/7.” To him and marketers like him, it’s about “activating brand behavior” through social marketing and crowd sourcing. He says that Pepsi gave away $1.3 million monthly to consumers who submitted ideas online as part of Pepsi’s Refresh Project. Katz says, “it's not about the money, it's about impact of the social return on investment.” Good luck trying to measure that!
So there you have it folks. ROI has become SROI. Now if I could only get Meryl Streep to endorse Clinique. Wow!