Influencer & Creator Marketing Market: Celebrity endorsements aren't dead — lazy ones are

Opinion piece by Erik Norin published on Ad Age (July 8, 2026) arguing that celebrity endorsements remain widely used — especially around major moments like the 2026 World Cup — but that many campaigns fail when brands rely on low-effort, inauthentic celebrity tie-ins. The article notes brands increased ad spend and celebrity marketing as the World Cup began and highlights high-profile examples (including David Beckham in World Cup ads for Stella Artois). The core message: celebrity talent can still cut through media noise, but effectiveness depends on meaningful, audience-relevant use of famous faces rather than lazy endorsements.