Is the Celebrity Ambassador Dead?

It was the sure fire way to brand success in the 90s.

Find a high profile person, call them an 'ambassador' (sounds flash, right?), find an excuse to gather the media flock at an effortlessly fabulous venue (usually a private mansion, or the soon to be launched night spot to be seen) and let your star Ambassador tell everyone how fabulous your company and its products are.

Celebrity Ambassdors were the secret to brand success! It worked a treat, and in some parts of the marketing communications business-scape, still does!

But is it the sure fire road to success in todays globally mobile marketing communications environment?

New digital technologies have changed the way we communicate.

What we say, when we say it and how we say it, is increasingly dictated by a nineties launched commercial entity known as the Internet which houses information systems like the World Wide Web, (an intricate system of interlinked hyperlinked documents) that enables everyday people folk like yours truly, to store and share information (or what academia would proudly deem: knowledge).

Before most of us get up for the day, we have already reached for our smartphone to check the time, date or latest news from social networking hub, Facebook.

We may in fact be listening to BBC radio on our phone as we walk outside in search of a rolled up newspaper delivered by a spotty teen (or their supportive parent) somewhere in the vicinity of our front door. Why?

Because traditional media is not dead, it is simply a part of an enlarged mediascape that shares some of its formality, but very few of its regulations.