Use of celebrity endorsers has become a widely employed marketing communication strategy. One of the key issues of this strategy is to decide which celebrity to employ. Even though scholars, mostly US-based, have written about the celebrity endorsement strategy and effective endorser characteristics, so far no studies have explored how advertising agencies select celebrity endorsers. To discover the process by which advertising agencies select celebrities and factors considered during this process, semi-structured interviews were carried out. Findings indicate that there is an unwritten and informal process of selecting celebrity endorsers, in which there are a number of factors affecting decisions. © © 2000 Advertising Association.