Commercial drive stirs up RSC row

The Royal Shakespeare Company (RSC) wants to develop closer links with the commercial sector as part of controversial plans devised by creative director Adrian Noble.

The RSC has appointed brand development agency A Vision to look for sponsorship and cross-promotion opportunities, as the theatre company undergoes a major overhaul.

The RSC is trying to modernise itself and appeal to a younger market, and part of A Vision’s remit is to rebrand and explore different marketing opportunities.

A Vision chief executive Andy Marks says: “We want companies to spread the RSC message through their own activities, and hope the RSC’s image will benefit them, while the RSC benefits from their brand.”

Last month, the Department of Culture, Media and Sport approved the allocation of &£50m of Lottery money to help fund the &£100m redevelopment of the Royal Shakespeare Theatre in Stratford-upon-Avon.

But the modernisation plans have been panned by veteran actors, such as Sir Donald Sinden, who see Noble as betraying the RSC’s heritage.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here