Panasonic had a splashy presentation at the Consumer Electronics Show (CES) this year and was the only one I saw that featured a celebrity — 23-times Olympic medal swimmer Michael Phelps. Panasonic chief marketing officer Lauren Sallata (pictured below) introduced Phelps as part of its "What Moves Us" campaign, which isn't about product endorsements, but about partnering with celebrities on philanthropic projects.
Enjoying This Commentary? There's More to Love
Subscribe to MediaVillage to receive email alerts featuring the latest content on advertising, media/TV, and marketing strategies and trends, including exclusive The Myers Report research findings.