This item recently caught my eye.
Heineken, Stella Artois, and Sony are among those to have commissioned one-off immersive live theatrical experiences in recent months. Now, however, London culture marketing agency pd3 is pushing the model further by financing the development of its own theater projects.
The move--which will bring a theatrical interpretation of five Brothers Grimm fairytales to central London later this year--will demonstrate both new creative and commercial opportunities for both brands and theater producers, the agency claims. FULL STORY HERE
It seems that more and more big name brands are getting into the commissioning business. Is this any different from the Archduke commissioning a new piece of chamber music from Beethoven? There's a lot of talk these days about a direct line leading from Rembrandt straight through to Andy Warhol, a line defined by an exciting new noun/verb: branding.