{"id":22713,"date":"2025-10-04T19:10:48","date_gmt":"2025-10-04T19:10:48","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=22713"},"modified":"2025-10-04T19:10:49","modified_gmt":"2025-10-04T19:10:49","slug":"the-art-of-the-celebrity-ad-deal","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=22713","title":{"rendered":"The art of the celebrity ad deal"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">It was a summer of celebrity brand deals in the spotlight: KATSEYE x Gap, Gavin Casalegno x Dunkin\u2019, and of course, Sydney Sweeney x American Eagle.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">They were buzzy, costly, and omnipresent. Though a celebrity-fronted campaign might be common, Keith Gelman, founder of entertainment marketing agency Talent Partnership Advisors, said that they don\u2019t come without expense and consideration\u2014the AE-Sweeney partnership, for example, was the brand\u2019s biggest investment in a campaign to date.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">And the difference between a brand paying top dollar for talent and being able to save some cash? Gelman said that often, it\u2019s simply knowing that it might be a possibility.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">\u201cI\u2019d see brands come into the picture and want to work with an artist, and they would spend a million dollars one day, and then the next brand would come in and spend $3 million with the same artist,\u201d Gelman told Marketing Brew. \u201cI always felt that there was like an inequity there that needed to be balanced.\u201d<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">Over the years, he\u2019s narrowed down what it takes to broker what he calls \u201cthe best deal.\u201d Gelman founded TPA after spending eight years at Live Nation, where he was a lead in the global partnerships division and observed the intricacies of how celebrity-brand relationships worked, particularly how each navigated the others\u2019 differing priorities. He\u2019s found disconnect when a celebrity might not understand what an ad campaign is asking of them, or when a brand might request more celebrity assets than necessary, and he\u2019s made it his job to navigate these discrepancies in the interest of the brand.<\/p>\n<h2 class=\"dist__StyledText-sc-1ef9199a-8 dNbKdQ\">Time is money<\/h2>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">Gelman said his approach takes a \u201c10,000-foot view,\u201d and he takes stock of all the different parties and goals involved in a campaign. From there, he said he considers, \u201cHow can we input a celebrity to maximize and work across as many different verticals as possible, because you have a finite budget and talent only has finite time?\u201d<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">Timing is key to a well-struck celebrity ad deal. Gelman explained that while brands often work with longer lead times, celebrity talent can be tied to busy or unpredictable schedules, and that\u2019s where he says industry knowledge and preemptive research are paramount.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">\u201cWhen we\u2019re looking at talent with lead time, we need to look into a variety of factors, [including] where the trajectory of their career is,\u201d he said.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-9b30af34-1 xBGLJ inline-subscribe\">\n<div id=\"inline-subscribe\" class=\"style__RoundedContainer-sc-bac6188c-0 jnRTsW\">\n<h5 class=\"inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">One way to strategize for a campaign\u2019s timeline while offering tangible benefits to talent\u2014like exposure and impact\u2014is looking ahead to potential milestones, like a band\u2019s 25th anniversary, Gelman said. If the brand identifies an opportunity like this early on and gets involved, their campaign can become part of \u201csomething that\u2019s truly 360,\u201d especially if the talent continues to activate around the milestone moment.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">Getting a brand into a celebrity\u2019s world early also helps build the relationship, which can have long-term brand benefits down the line.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">\u201cOnce we start getting into the nitty-gritty for the actual activation, we find a lot of times the talent is more ready to play with the brand, to explore them,\u201d Gelman said. This way, when the brand needs more from the celebrity, he said they can be more likely to say yes to things like staying later, doing an extra interview, or tagging the product in social posts.<\/p>\n<h2 class=\"dist__StyledText-sc-1ef9199a-8 dNbKdQ\">This is real, this is me<\/h2>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">At the core of a successful celebrity brand deal is a word that marketers can\u2019t seem to escape: authenticity.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">While brands seek measurable results, Gelman said celebrity talent is often seeking an outlet for \u201cauthenticity and creative expression.\u201d Sometimes, each side can get lost in their own sauce, and Gelman finds himself needing to step in to explain and simplify what both brand and celebrity can do to enhance each other\u2019s goals.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">Though it can seem simple, taking the most authentic approach to celebrity relationships still isn\u2019t quite par for the course, according to Gelman.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">\u201cSome brands still adopt generic strategies without tailoring campaigns to specific talent,\u201d he said. While taking a broader approach might work for short-term partnerships and pop-up activations, Gelman believes longer-term campaigns and relationships will continue to trend and require bespoke approaches.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">\u201cIt\u2019s not as simple as find a talent, book a talent, have the talent show up in the campaign,\u201d Gelman said. \u201cEvery last piece of the puzzle needs to be worked out ahead of time.\u201d<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\"><em>Update 09\/30\/25: This story has been updated to clarify Keith Gelman\u2019s job responsibilities at Live Nation.<\/em><\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2025\/09\/30\/the-art-of-the-celebrity-ad-deal?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\" rel=\"nofollow\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It was a summer of celebrity brand deals in the spotlight: KATSEYE x Gap, Gavin Casalegno x Dunkin\u2019, and of course, Sydney Sweeney x American Eagle. They were buzzy, costly, and omnipresent. Though a celebrity-fronted campaign might be common, Keith Gelman, founder of entertainment marketing agency Talent Partnership Advisors, said that they don\u2019t come without [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":22714,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-22713","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The art of the celebrity ad deal | Brandiary<\/title>\n<meta name=\"description\" content=\"It was a summer of celebrity brand deals in the spotlight: KATSEYE x Gap, Gavin Casalegno x Dunkin\u2019, and of course, Sydney Sweeney x American Eagle.They\" \/>\n<meta name=\"robots\" content=\"index, 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