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By Sam Bradley-09 February 2021 08:30am How can brands get their money’s worth from celebrity endorsements? In this series, we ask readers of The Drum – from brands, agencies and everything in between – for their advice on real problems facing today’s marketing practitioners. Today, we ask US marketers how to extract value from a big-name endorsement. Big-name stars have been part of the marketer’s toolkit for as long as the industry has been in business. And they’re a favourite strategy for brands looking to break through the background noise at the Super Bowl. Some team-ups are more successful than others, of course, and getting a partnership to actually work well for brand and talent is a fine art. ....