Cause Marketing

One of the coins of the realm in cause marketing is the use of celebrities. The right celebrity, used well, can draw attention to your cause marketing campaign, lend it legitimacy, bring new resources to bear, and more. You can try and recruit celebrities yourself, or, for a fee, you can use a matching service. One such service provider is Limelight Media , founded by Wendy Dutwin. That's her on the left. In the cause marketing space Limelight Media has worked on programs such as Hilary Swank with Pantene's Beautiful Lengths program; Brooke Shields with Tupperware's Chain of Confidence initiative; and Tim Gunn’s Addressing Psoriasis campaign. I put a few questions to Wendy on how her service works: 1). What can a sponsor/cause legitimately ask a celebrity to do in a cause marketing effort? It really depends on the scope of the campaign. If it’s PR initiative only, typically a contract between a brand and a celebrity will include a certain number of TV & Print Interviews...