For any brand in a competitive category, the power of celebrity is obvious. A familiar face as a spokesman, an unmistakable voice delivering a brand message, a household name attached to your product or service can bring a healthy return on investment in the form of cultural buzz and earned media. As the creative leads behind some of the most recognizable brand-celebrity partnerships in recent memory, we know that leveraging star power is a decision that must be carefully considered. How well does the image of the figure in question align with your organization and values? Should you employ a celebrity over the course of an enduring campaign, or in a one-off cameo? And what form should their appearances take: as a spokesman delivering a sales message, playing a recurring character with its own persona, or in the form of voice-over narration? From creating a mythos around J.K. Simmons’ Professor Burke to guiding John Cena into the voice of Honda, we know the answers aren’t one size — or one star — fits all.