When it comes to boosting publicity for Hollywood stars, musicians, and other household names, marketing strategies are a little different. Ordinarily, an out-house agency might be employed and responsible for generating content on behalf of the client. However, when a celebrity brand is involved, external agencies in today’s climate are more likely to enter into a partnership, as opposed to fully taking the reigns.

We at The Practice have been interested for some time in how agencies are employed not only for their content creation, but more and more so as digital and social media consultants. And it seems that nowhere is this more prevalent than in Hollywood, where top agencies provide a guiding hand to their celebrity clientele. Online media management company, WhoSay, for example, delivers a platform for celebrities to engage with fans, without directly producing content. The company, founded by entrepreneur Steve Ellis, manages approximately 1,500 celebrity clients including Tom Hanks and Jim Carey, aiming to guide stars on best practices for managing their own digital presence across all relevant social media platforms. Uniquely, WhoSay is free, but has received more than $20 million in investments from companies such as Amazon, Greylock, and Comcast Ventures. Ellis states that his company’s intentions are simple: “We empower celebrities themselves to be their own business,” he says, adding- “We don’t charge client fees.” Clearly, the “mentoring” approach works, increasing genuine celebrity engagement- already, over 12 million fans visit WhoSay each month.

However, on the other side of the coin, Josh Spector, director of social for the Academy of Motion Picture Arts and Sciences, argues that it’s all too easy to piggyback off of high-profile celebrities, without truly having real social media expertise. Spector’s team of eight, for instance, take a different approach, directly posting to the Academy’s 4 million fans, and working with stars on hundreds of events each year, including live-tweeting on their behalf from the Oscars. Likewise, Courtney Holt, chief operating officer of Maker Studios, agrees that it’s wiser to partner with talent and distribute content, as opposed to leaving it up to the client. His company generates content through YouTube, and has formed partnerships with celebrities such as Snoop Dog, as well as large companies including Tribeca Enterprises.

Providing consulting, or as CEO of theAudience, (WhoSay’s main competitor) states- “psychology sessions”, will mean big business. After all, if an agency gives a celebrity client the right tools and tailored approach, digital success will be inevitable, most likely due to the star’s appeal. Therefore, we agree with Spector and Holt when they argue that it’s a much too easy and risky approach- how can an agency with so many clients on its books guarantee that what each celebrity posts will be appropriate, or fully help them achieve specific promotional goals? Ultimately, while The Practice team know from experience that consulting clients is essential, it is also crucial to generate a fair amount of content on their behalf in order to set a precedent, before letting them take the reigns. Surely when it comes to celebrity brand management, isn’t a mixed approach also best?

Do you follow your favourite celebrities on social media? Who do you think manages their own brand particularly effectively, and do you think it’s important for them to project a genuine digital voice? We’d love to hear your comments, so please share them with us on Twitter by tweeting to @PracticeDigital, and leave your opinions on our Facebook page.