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# Brand execs: audience fit beats celebrity wattage in collabs
- URL: https://fabric-media.ghost.io/brand-execs-audience-fit-beats-celebrity-wattage-in-collabs/
- Published: 2026-08-19T15:00:09.000Z
- Updated: 2026-09-01T21:35:58.000Z
- Description: At eTail Boston, UrbanStems, H&M and Chobani execs detailed how they vet partnerships. UrbanStems’ Laneige tie-up flopped on age-demographic mismatch, while H&M’s Anitta relationship earned it free multi-million-dollar World Cup media coverage.
- Author: Fabric.Media Editorial
- Tags: Agencies, Gabriela Barkho

**Why it matters.** Brands are shifting collaboration budgets away from buzzy celebrity names and toward partners whose audience demographics actually overlap with their own.

*Signal from* [*digiday.com*](https://digiday.com/?ref=fabric-media.ghost.io) *·* [*Gabriela Barkho*](https://fabric-media.ghost.io/tag/by-gabriela-barkho/) *·* [*read the original*](https://digiday.com/marketing/how-hm-chobani-urbanstems-and-teleties-are-refining-their-partnership-strategies/?ref=fabric-media.ghost.io)*.*