Why would Polaroid appoint Lady Gaga to creative director position?

According to Wired Magazine’s Steven Levy (2011) Lady Gaga is now the “creative director for Polaroid” (p. 54). Why would Polaroid appoint a celebrity such as this to such a position?Is this an effective short or long term measure, why or why not?

Levy, S. (2011, April). VP of Gaga: The celebrity endorser gives way to the celebrity executive. Wired, 54, 58.

Offer your views on the following statement: “The basic reason for IMC is that marcom is the only sustainable competitive advantage of retailing organizations.” Include in your discussion the interdependency of brand positioning and targeting and the relationship with marcom. Provide a retail example to support your point.