-By T.L. Stanley

Take a heaping helping of Hollywood stars and A-list behind-the-camera creative types, add in brands hungering for glamorous clutter-busting cachet, mix well and bake until fabulously successful.

If only it were that simple.

Carol Goll, a marketing veteran from Mercedes-Benz who recently took over as head of global branded entertainment at powerhouse talent agency International Creative Management, knows there's an advantage to having a stable that includes brand-friendly stars like Ellen DeGeneres, Chris Brown, Sharon Stone, Samuel L. Jackson and Kim Cattrall. In fact, she and her team of six executives have linked those and other celebrities with such blue chip marketers as American Express, Dior, Cadillac, DirecTV and Virgin Media.

But the deals are increasingly complex these days as stars try to hone their own personal brands—with numerous offshoots—and marketers want more from a relationship than a famous face. Goll spoke to Brandweek about the challenges of finding the perfect recipe.

Brandweek: Give a peek into a project you and your team are working on now, and how it's progressing.
Carol Goll: We're talking to brands about Beyonce's 2009 world tour. In addition to significant exposure, brands want experiential marketing opportunities, ways to leverage the association outside the tour, through retail and sweepstakes, products, point-of-purchase materials. We're looking for key brands that make the most sense, and then we start with their marketing strategies and create a custom proposal. The days of sending a sponsor deck are over.

BW: How does talent look at this environment? What about the holdouts?
CG: Celebrities that want brand associations know there will be more interaction on their part. They've come to expect it. They want to extend their careers, and they can do that by linking with the right brands for their DNA. It's especially true of emerging stars and musical artists; they're very much open to it. But certain talent—it's just not right for who they are.

BW: Is there such a thing as a saturation point for talent endorsements?
CG: A celebrity heightens awareness and credibility for a brand. It's like having someone tap you on the shoulder and recommend a product. There's been an explosion, but it's just turned these deals into part of our popular culture. It hasn't peaked yet and I don't see an end in sight. We see even more opportunities in emerging markets like Dubai, China, Russia for both homegrown talent and global celebrities.

BW: How about for celebrities launching their own product lines and "brand extensions?"
CG: There are lots of innovative opportunities still out there. There are even new experts and celebrities being created each day on reality and alternative programming. We work with Clinton Kelly (What Not to Wear), who is Macy's 2008 fashion expert. Macy's has seen a tick when that campaign runs. (Kelly is a spokesman for Macy's women's department, guest editor of the chain's catalog and host of fashion shows at the stores around the country.)

BW: What skills did you bring from 13 years at Mercedes-Benz that are coming in handy now?
CG: I helped reposition the brand outside the traditional automotive marketplace, focusing on luxury lifestyle, fashion and design. (She shepherded deals with Saks Fifth Avenue, Fashion Week and the Ritz Carlton). The point was to present the brand to a new audience. I think it's important to look for natural extensions, not necessarily the obvious ones. And when we do proposals, there's an ROI factor and a way to help marketers reach their goals. Creating awareness is important, but so is delivering results and sales.