The Marketing Arm

In addition to Davie Brown's entertainment and music capabilities, Davie Brown Talent is a top provider of celebrity talent and music licensing for Fortune 500 companies and ad agencies.  As the nation’s largest talent buyer, Davie Brown Talent secures celebrities and licenses third-party intellectual property rights for on-camera, voiceovers, PSAs, POS, events, appearances, promotions, and other celebrity endorsement programs.

Utilizing our industry knowledge, experience, relationships and leverage, we maximize client activity through reduced risk, better terms, better prices, better ideas and better programs.

In March 2006, Davie Brown Talent launched the Davie Brown Index (DBI),  an independent celebrity index for brand marketers and agencies that determines a celebrity’s ability to influence brand affinity and consumer purchase intent.

[Watch a Bloomberg TV report about the DBI here.]

The DBI consists of a 4.5 million-member research panel which evaluates a celebrity’s awareness, appeal and relevance to a brand’s image and their influence on consumer buying behavior.  The DBI is indexed with more than 1,500 celebrities presented to randomly selected respondents four times per year.  Respondents who are aware of a certain celebrity are then asked a standard set of questions about that celebrity.  Using a six-point scale, seven key attributes are evaluated, including appeal, notice, trendsetter, influence, trust, endorsement, and aspiration. 

An overall DBI score is developed each time a celebrity is indexed and can be narrowed down to key demographics, including gender, age and ethnicity. 

With the DBI, brand marketers have a tool for quantifying the use of celebrities in their marketing programs.  Companies can leverage the DBI to make better decisions through deeper insights and plan campaigns more confidently.  In addition, the DBI provides the consumers’ view of a celebrity’s strength on key attributes that agencies and brands identify as critical to a celebrity endorser.

Not only does the DBI communicate the celebrity’s strength, but it also delivers a more timely perspective with frequent testing on a regular basis.  And, with the DBI Express, a service that tabulates a score for any celebrity not currently in the database and delivers the results within 48 hours, brands can react to current events affecting celebrities.  They’re able to gain an immediate perspective on how recent developments have affected a celebrity’s attributes or how lesser-known celebrities rate through a service unmatched in the industry.

To learn more about Davie Brown Talent or the DBI, contact Jeff Chown, president of Davie Brown Talent, at (214) 259-3200.