6. KC CONCEPCION
Winning endorser quality: Said to be the highest earning young female star today–in terms of talent fee and endorsements–KC Concepcion undeniably has that "endorser factor" that enthralls and piques the curiosity of the consumers. Blessed with the genes of her "Mega" mom Sharon Cuneta, KC has that wholesome image and the beauty-and-brains quality that makes her a precious rarity in the advertising industry.
Why advertisers like her: "Her first and most obvious draw is her connection to Sharon Cuneta. It is assumed that she is accustomed to only the best (educated in Paris, no less). As she is the prized daughter of a wealthy and glamorous parent. KC is tinseltown 'royalty.' To emulate her is to share in that magic." – Mon Jimenez of Woo Consult
New on her list: Globe Telecom, Garnier, Bayo, Enervon Multivitamins, Ph Care Feminine Wash, Palmolive Shampoo, Sara Lee
Past endorsements: Sony Cybershot Camera, Human Clothing Line
5. DINGDONG DANTES
Winning endorser quality: He has the brains, the body, the looks, and an untainted image that is a sure magnet for attention and of course, improved sales.
Why advertisers like him: "Dingdong in general has high popular appeal which cuts across socio-economic groups. He exudes a strong masculine air, which makes him suitable for certain brands which either have a strong male or high potency/efficacy image. He is likewise suitable for brands which play up sex appeal targeted towards women." –Mon Garcia of McCann Erickson
New on his list: Bench, San Marino Corned Tuna, San Mig Light Beer, Gran Matador Brandy, Medicol, TM Mobile Network, My Phone, National Bookstore
Past endorsements: Johnson&Johnson, Pond's Pinkish White Cream
