Advertising Week 2014

This Ad Agency Exec's Job is Celebrity 'Stalking'

Leo Burnett's Peggy Walter Studies the Stars to Make Matches With Brands

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Leo Burnett's Peggy Walter may have one of the coolest titles in advertising: VP-celebrity services. But what does a VP-celebrity services do?

It is her job to keep tabs on celebrities via social and other media to get the right stars aligned with the right brands, as well as to negotiate and administer contracts with stars that work with Leo Burnett's clients. It was Ms. Walter, for example, who identified Dean Winters as the perfect face for Allstate. And most recently she helped Kraft Foods hook up with Miranda Lambert, after it was brought to her attention that the singer is a fan of mixing vodka and Crystal Light. (Ms. Walter made it clear that Kraft prefers mixing it with water.)

A former talent agent who knows the Hollywood landscape arguably as well as TMZ, Ms. Walter talked to Ad Age about how social media has made her job easier (and harder). She also discussed how the notion of "celebrity" is changing in a YouTube world.