Using celebrity endorsers in advertising has become a common practice. In spite of the increased scholarly investigations on celebrity endorsers, studies have mostly focused on the effects of using celebrity endorsers on advertising effectiveness. Though some research have focused on other issues such as the endorser selection criteria, their insights are still limited as it is difficult to compare the relative importance and weights of endorser selection criteria used by advertisers and agencies. Taken from this, the present study investigates the importance and priority of decision elements in celebrity endorser selection process using the AHP (Analytic Hierarchy Process) method. The results show that the celebrities' match-up with the product, fit with the target audience, familiarity within the target audience, credibility, and risk probability of negative publicity were the most important factors in the endorser selection process. On the other hand, the possibility of being more prominent compared to the brand, physical attractiveness, and expertise were regarded less important. There were some differences in priority among the five identified factors, but no priority difference was found among the less important factors between the advertisers and agencies.