This research investigated the current practice of using celebrities in marketing communications in Greater China, as well as the factors affecting the effectiveness of it and its values. Three in-depth, individual interviews were conducted with three renowned PR and marketing specialists in Hong Kong. Results showed that the practice of using celebrities in marketing communications is transforming. The effectiveness of it depends on multiple factors (eg image congruence, product category, continuity and consistency, etc.) and requires marketers’ and communication specialists’ careful planning. In this paper, an attempt has been made to know the firsthand perspectives of using celebrities in marketing communications in Greater China.