# Prof. Samuel Craig discusses brand partnerships with celebrities

1 Faculty News September 30, 2013 ![](/sites/default/files/styles/246w/public/assets/images/con_031840.jpg?itok=6TvdRAWj)>

Excerpt from [Adweek](http://www.adweek.com/news/advertising-branding/are-celebrity-social-endorsements-worth-big-bucks-or-gamble-152781) -- "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](http://www.stern.nyu.edu/faculty/bio/c-samuel-craig), professor of marketing at NYU’s Stern school, plus brands can usually distance themselves quickly."

[Read more](http://www.adweek.com/news/advertising-branding/are-celebrity-social-endorsements-worth-big-bucks-or-gamble-152781)