Filipino celebrities supporting election candidates may see endorsements suffer

  MANILA – Philippine talk show host Cristy Fermin warned that Filipino celebrities seen endorsing political candidates in the 2022 Philippine National and Local Elections may see their brand endorsements suffer. In her YouTube show Showbiz Now Na, Fermin pointed out that many artists have been publicly seen supporting certain political candidates in this year’s hotly contested elections. “Others even fight people on social media,” Fermin noted in Filipino. “What will happen to these artists after May 9?” The veteran talk show host quoted agencies and brand managers as saying that artists seen endorsing political candidates may wait long before they get any brand endorsement deal after the elections. She mentioned celebrities like Catriona Gray, Ogie Dias, Julia Baretto and Melai Cantiveros, who are rallying for presidential aspirant Leni Robredo; and sisters Toni and Alex Gonzaga, who are campaigning for presidential candidate Bongbong “BBM” Marcos Jr. Fermin, who also worked as a public relations officer for a TV network, said agencies or brand managers prioritize endorsers with the right “apolitical” image to sell a product or brand. “How will you sell a product you are endorsing when people don’t like you or see you as their enemy?” Fermin said, referring to celebrity supporters engaging netizens in heated political discussions on social media. Fermin, who was also a public relations officer for a TV network in the Philippines, said brand managers are looking for celebrities who can give them a return of investment. “One of the sources of income for artists are endorsements. Agencies spend on surveys just to make sure they know which artist is well loved by the masses,” she said. She said brand managers will pick someone who has a good image, and who is “apolitical, impartial”. Does this mean the end for celebrities negatively branded by their support of political candidates? “The public must first forget,” she said. Fermin praised artists who remained impartial, saying they knew “how to position themselves”. “They know that the election has a life span, while their career can run for forever,” she said. PIA/Expat Media Watch the full video here
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