M&S, SocialChain and Mongoose on how to select the perfect brand ambassador

Brand ambassadors can make or break a brand moment.  
 
Pick the wrong one and audiences switch off. Pick the right one and you don’t just reach your audience — you unlock a whole new one.  
 
Our head of influencer, Sophie Berman, shared her opinion with Retail Gazette on what makes ambassador partnerships actually work.  
 
- Genuine alignment between ambassador and brand values  
- A clear understanding of the audience  
- Long-term consistency rather than one-off campaigns  
 
Because the best partnerships don’t just front campaigns, they strengthen the connection between people and brands.  
 
Click here to read more