Prof. Samuel Craig discusses brand partnerships with celebrities
— September 30, 2013
Excerpt from Adweek -- "The increased visibility of social also amplifies the potential risk of such deals. For one, it raises the bar for what passes as a convincing celeb-marketer marriage, said Chris Raih, managing director of Los Angeles agency Zambezi, which this summer launched a Popchips ad starring Katy Perry (an investor and creative partner in the company). Or a brand may find itself entangled in a fiasco on the scale of the Mountain Dew-Tyler, the Creator dustup, the Rick Ross lyrics controversy or the Paula Deen meltdown. Still, 'it doesn’t happen that often,' said C. Samuel Craig, professor of marketing at NYU’s Stern school, plus brands can usually distance themselves quickly."