# Prof. Sam Craig on Pepsi's partnership with Beyoncé

1 Faculty News December 10, 2012 ![](/sites/default/files/styles/246w/public/assets/images/con_030509.jpg?itok=lWhs8PD7)>

Excerpt from the [New York Daily News](http://www.nydailynews.com/new-york/beyonce-pepsi-50-million-brand-ambassador-article-1.1217201) -- "'Letting the talent be part of the process and letting her connect with the audience achieves that and moves beyond her simply being a puppet,' added [Craig](http://www.stern.nyu.edu/faculty/bio/c-samuel-craig), director of the Entertainment, Media and Technology Program at NYU's Stern School of Business."

[Read more](http://www.nydailynews.com/new-york/beyonce-pepsi-50-million-brand-ambassador-article-1.1217201)