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Collaborating and partnering with celebrities is one of the fastest-growing marketing tactics and can be a great way to jumpstart or rejuvenate a brand. But as with other tactics, its success depends on a brand’s ability to align this partnership with its overall strategy, to execute company goals, and to keep up with industry changes, especially as the market continues to grow more saturated with celebrities working with and starting their own brands.

This Playbook provides actionable questions and directives on how to work with celebrities and their brands, which you can take back to your business. It accompanies Shooting Stars: Celebrity-driven brands are reaching the stratosphere. Will they come crashing back to earth? and a second Playbook, How to build a celebrity brand.

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