CEBU, Philippines - There's little doubt actress Anne Curtis is the country's top endorser. Just take a look at Curtis' pretty face on countless billboards and TV commercials.
But what is it about Curtis that makes her an effective brand endorser?
Jacqueline Thng, a branding strategist and Lexis Branding CEO, said Curtis is the Philippines' top endorser because people love her personality and "genuineness".
"She has a huge following because she's very genuine. How she sings. She releases albums but she's one of the worst Filipino singers. But's her effort, it's her personality that appeals to a lot of people. That's why I think she's extremely popular. And she's not very proud or arrogant or 'mayabang.' She's very real and she seems down-to-earth, even though she's up there," Thng told ABS-CBNnews.com at the sidelines of the Cebu Tourism Congress last Friday.
Curtis has been the endorser of many products, from canned tuna and shampoo to mobile phones and condominiums.
On her official website, Curtis even has a section showing her various endorsements. "I'm very particular with the products I endorse. Hence, my endorsements are stuffs that I also believe in," she said.
Curtis has even managed to unseat Kris Aquino as the country's top endorser.
"(Anne) is probably the most influential (celebrity) and a role model. She's huge in social media, and extremely popular. It used to be Kris Aquino but she's the queen of controversy. But (Kris) is still big," Thng said.
Aquino may still get a lot of endorsements, but the Singaporean brand strategist noted that recent controversies may have hurt her image.
As for the most popular male endorser, Thng said actor-model Derek Ramsey is still top of the list, along with actor John Lloyd Cruz.
While there will always be risks involved when getting an actor or actress to endorse a brand such as scandals, celebrity endorsers are a must in the Philippines.
Thng, who worked with several Philippine brands such as Flawless skincare clinics, Bench, Belo, Penshoppe and Goldilocks, said celebrity endorsers are part and parcel of how Philippine brands operate.
"When we first came to this market, we thought we don't need endorsers for Flawless. But then we realized, especially for 'masa' market, the C (market), it's in the blood. You cannot take away that. You just have to learn how to use it to your advantage," she said.