McDonald's partnered with LeBron James, BlackBerry is sponsoring the Black Eyed Peas, and Subway is working with Michael Phelps -- all indications that major marketers are still willing to bet on star power. "You have about three seconds to grab my attention with your marketing, and nothing helps you do that like a celebrity," says GreenLight's David Reeder. "Marketers haven't found anything that's able to elevate the presence of their brands like celebrities."

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