In this episode of Marketing In The Now, David Reske sits down with Jane Owen, Founder and CEO of Jane Owen PR, an international PR firm working across entertainment, brand communications, media strategy, and celebrity-driven events. Jane breaks down how brands of any size can strategically use celebrity and influencer partnerships to reach the right audience — and why “famous to everyone” matters far less than “famous to your customer.” The conversation covers how to identify the right celebrity match using audience data, the real cost and contract considerations behind celebrity deals, the difference between B2C and B2B celebrity partnerships, and what it actually takes to turn a paid endorsement into a genuine, lasting brand association. Whether you’re a scrappy startup or a growing consumer brand, Jane offers a practical, no-nonsense look at how celebrity PR really works behind the scenes.