![\"\"](\"https:\/\/eba.com.ua\/wp-content\/uploads\/2026\/06\/Photo_039-scaled.jpg\")
The event was opened by Anastasiia Kopych, Global Brand Manager 1664, Carlsberg Group<\/strong>, who presented a case study of the 1664 brand\u2019s collaboration with Robert Pattinson. She shared the strategic approach to selecting brand ambassadors \u2014 from defining business objectives and identifying culturally relevant personalities to testing potential candidates using specific indices that measure awareness, trust, trend-setting potential, and alignment with brand values.<\/p>\nAnastasiia also focused on the development process of the global campaign featuring Robert Pattinson. She spoke about large-scale production and collaboration with a world-class director, as well as the implementation of a comprehensive ATL campaign supported by television, PR activations, and media promotion.<\/p>\n
Finally, she shared recommendations for brands considering celebrity partnerships:<\/p>\n
- \n
- choose not only the most famous celebrities, but those whose image naturally aligns with the brand<\/li>\n
- start collaboration from a clear business objective<\/li>\n
- assess not only reach, but also trust and real ambassador impact<\/li>\n
- build long-term relationships<\/li>\n
- consider potential reputational risks<\/li>\n<\/ul>\n
The event continued with a panel discussion dedicated to trends in the celebrity marketing market in Ukraine and globally.
![\"\"](\"https:\/\/eba.com.ua\/wp-content\/uploads\/2026\/06\/Photo_112-scaled.jpg\")
Maksym Ivanov, Consumer Insights Manager, McDonald\u2019s Ukraine<\/strong>, noted that collaboration with celebrities helps global brands remain culturally relevant to broad audiences. At the same time, fame is no longer the key criterion for selecting an ambassador \u2014 trust, shared values with the brand, tone of voice alignment, and reputation now play a decisive role. According to the speaker, investment in research of potential partners is an investment in future campaign ROI. Celebrity marketing does not always deliver immediate business results; rather, it often builds long-term brand value and fosters dialogue with audiences.![\"\"](\"https:\/\/eba.com.ua\/wp-content\/uploads\/2026\/06\/Photo_118-scaled.jpg\")
According to Oksana Sliusarchuk, Head of Marketing, Philips<\/strong>, the most effective approach is long-term partnerships in which a celebrity becomes an integral part of a 360-degree communication strategy \u2014 from advertising campaigns to events and other consumer touchpoints. For younger audiences, brands increasingly combine celebrities with micro-influencers who have strong connections with specific communities.<\/p>\nDuring the discussion of global market trends, Anastasiia Kopych<\/strong> noted that celebrity marketing is not losing relevance but is instead adapting to new realities by discovering new formats and faces. Key trends include the growth of long-term partnerships between brands and celebrities, as well as creative formats such as \u201cdouble\u201d or \u201ctriple role\u201d, where a single celebrity plays multiple roles or embodies different characters within a campaign.
![\"\"](\"https:\/\/eba.com.ua\/wp-content\/uploads\/2026\/06\/Photo_037-scaled.jpg\")
The discussion was moderated by Nataliia Ulynets, Founder and CEO of Perfect PR, Chair of the EBA Marketing and Communications Committee<\/strong>.<\/p>\nWe thank all speakers and participants for the insightful discussion, practical case studies and valuable insights. Special thanks to the event partners \u2014 Morshynska and Forum Business City \u2014 for their support. See you at the next PR & Marketing Hub events!<\/p>\n
<\/p>","protected":false},"excerpt":{"rendered":"
On 11 June, the Marketing and Communications Committee of the European Business Association held an event titled \u201cCelebrity Marketing Trends: Case Studies from Carlsberg, McDonald\u2019s and Philips\u201d. Representatives of leading companies discussed the current landscape of celebrity collaborations and key trends shaping this market.The event was opened by Anastasiia Kopych, Global Brand Manager 1664, Carlsberg […]<\/p>\n","protected":false},"author":33544,"featured_media":750608,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false},"categories":[4,5,22],"tags":[],"yoast_head":"\n
Celebrity marketing trends: case studies from Carlsberg, McDonald\u2019s and Philips - European Business Association<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/eba.com.ua\/trendy-selebriti-marketyngu-kejsy-carlsberg-mcdonald-s-ta-philips\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Celebrity marketing trends: case studies from Carlsberg, McDonald\u2019s and Philips - European Business Association\" \/>\n<meta property=\"og:description\" content=\"On 11 June, the Marketing and Communications Committee of the European Business Association held an event titled \u201cCelebrity Marketing Trends: Case Studies from Carlsberg, McDonald\u2019s and Philips\u201d. Representatives of leading companies discussed the current landscape of celebrity collaborations and key trends shaping this market.The event was opened by Anastasiia Kopych, Global Brand Manager 1664, Carlsberg […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/eba.com.ua\/trendy-selebriti-marketyngu-kejsy-carlsberg-mcdonald-s-ta-philips\/\" \/>\n<meta property=\"og:site_name\" content=\"European Business Association\" \/>\n<meta property=\"article:published_time\" content=\"2026-06-16T09:24:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/eba.com.ua\/wp-content\/uploads\/2026\/06\/Photo_044-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1707\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"valeriia.diachok@eba.com.ua\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"valeriia.diachok@eba.com.ua\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/eba.com.ua\/trendy-selebriti-marketyngu-kejsy-carlsberg-mcdonald-s-ta-philips\/\",\"url\":\"https:\/\/eba.com.ua\/trendy-selebriti-marketyngu-kejsy-carlsberg-mcdonald-s-ta-philips\/\",\"name\":\"[:ua]\u0422\u0440\u0435\u043d\u0434\u0438 \u0441\u0435\u043b\u0435\u0431\u0440\u0456\u0442\u0456-\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0443: \u043a\u0435\u0439\u0441\u0438 Carlsberg, McDonald\u2019s \u0442\u0430 Philips[:en]Celebrity marketing trends: case studies from Carlsberg, McDonald\u2019s and Philips[:] - 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