From fame to fit: What brands need for the perfect ambassador

In today’s hyper-connected world, where influence can shift consumer perception in an instant, brand ambassadors have become more than just familiar faces—they’re strategic assets. As luxury houses and lifestyle brands increasingly align themselves with cultural icons, the role of the ambassador has evolved from mere endorsement to embodying a brand’s identity and values.

Back in 2023, a study by influencer and affiliate partnership management platform, impact.com and eCommerce market intelligence company, Cube Asia revealed that 82% of participants in Southeast Asia have admitted to being influenced by recommendations from influencers or celebrities in their purchasing decisions. With that, the power of a well-chosen brand ambassador has never been clearer.

From Dior’s 2024 and lululemon's 2025 selection of Lewis Hamilton to Chanel’s recent partnership with Kendrick Lamar, high-profile collaborations are taking centre stage. But beyond the headline names, what do brands truly seek in an ambassador, and how do they measure success?

With unconventional picks such as Ryan Reynolds for Mint Mobile and Bruno Mars for Don Don Donki, it’s clear that the traditional ambassador playbook is evolving.

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Authenticity, alignment, and influence

Industry players MARKETING-INTERACTIVE spoke to believed that these unique picks should base on brand value alignment, authenticity and influence. For Vivien Jin, strategy director at Design Bridge and Partners, the most important factor is brand value alignment. “Take Ryan Reynolds with Mint Mobile or George Clooney with Nespresso. These partnerships work because they feel natural and authentic,” she said.

Beyond values, brands need to understand their audience by considering geographic location, age, and how sticky they are to either the celebrity or the brand, she added.

"We're also seeing a shift where brands are increasingly looking at an ambassador's social media presence and their ability to create authentic, engaging content beyond traditional advertising." 

Echoing her thoughts was Kenny Yap, chief operating officer at Havas Play, who said, “Brand ambassadors can humanise the brand by embodying a brand’s value, purpose, and story in a relatable way." Credibility and audience influence, he added, are essential for building a long-lasting connection.

This is coupled with results from a study from Partipost, Influencer Marketing Report 2024, which showed that around 75% of consumers in Southeast Asia are more likely to purchase a product if an influencer recommends it, showing how much trust and influence these personalities have compared to traditional advertising.

Similarly, Virginia Ngai, associate partner at Prophet, said that selecting an ambassador is about sparking genuine emotional connection and reinforcing the brand’s purpose.

“The era of simply attaching a big name to a brand is over, today, brands must select ambassadors who can drive genuine emotional connections and reinforce brand purpose,” she said.

She pointed to lululemon’s partnership with Lewis Hamilton. “While at first glance, a Formula 1 driver might seem like an unexpected fit for an athletic apparel brand that is best known for its women’s yoga wear, when viewed through Prophet’s strategic lens, the alignment is clear," she said.

More than just sales

While a sales bump may be the most visible outcome of an effective collaboration, all three industry players agree that true success lies in sustained brand impact, measured through sentiment, relevance, and cultural resonance.

Jin noted the value of fan-driven buzz, noting, “When BTS partners with a brand, the ARMY (their fan base) creates massive organic buzz that extends far beyond paid media reach. It's also crucial to track sentiment analysis, are people talking about the partnership in a positive way, or does it feel forced."

The focus on emotional impact and genuine connection naturally leads to the next critical pillar of ambassador strategy, authenticity, the glue that holds long-term brand partnerships together. For Jin, this means choosing ambassadors who already believe in the product.

“Look at Roger Federer's partnership with Rolex, it's been going strong since 2006, and it feels completely natural because both parties represent excellence and timeless elegance. The key is finding someone who genuinely uses or believes in your product, rather than just chasing popularity," she said. 

While authenticity anchors the relationship, it’s only part of the equation, ambassadors also need to ladder up to broader brand goals and play a defined role in the overall marketing strategy.

Jin said that ambassadors should amplify, not replace, the brand message.

The most successful partnerships happen when there's alignment between the ambassador, the brand objectives, and most importantly, the product itself.

On the other hand, Ngai added that the best partnerships feel natural because the ambassador already embodies the brand’s ethos.

“The key is alignment over attachment. Hamilton doesn’t need to 'try' to fit lululemon, he already lives the brand’s values. Similarly, when Crocs partnered with Post Malone, it resonated because both were champions of self-expression and comfort-first culture," she said.

When it goes wrong: Missteps and mitigation

True enough, not all partnerships land. Yap highlighted that brand ambassador programmes face challenges such as misalignment between the ambassador's values and the brand's, inconsistent messaging when working with multiple ambassadors, and the risk of controversies involving ambassadors that can negatively impact the brand's reputation. These issues can disrupt the effectiveness of the partnership and damage brand credibility.

Jin pointed to the fallout from Kanye West’s controversial remarks, which led to multiple brand exits. “I think if it is a moral problem, they should just terminate the contract. Otherwise, they need to re-think about their objective and try to reuse them in a more suitable project," she added. 

However, she also noted that it is not entirely fair to blame the underperformance on the ambassador alone. "Brands should also consider having a diverse portfolio of ambassadors who can reach different segments while maintaining a consistent brand message, like Nike does with its mix of elite athletes and cultural icons," she said.

If an ambassador fails to resonate with the audience, it’s crucial for brands to pivot quickly, according to Ngai. "If engagement drops, brands need to reassess their messaging or bring in new ambassadors," she said.

To avoid mixed messages, a clear narrative framework when managing multiple ambassadors is also key, said Ngai, adding that the reputation risks posed by controversial statements or actions from ambassadors, underscoring the need for crisis management strategies to handle such situations while staying true to the brand’s core values. 

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