Could branded entertainment be the holy grail for creatives?

It doesn’t matter where you get the money, be it from brands or funding bodies. As long as creative people get to create, that’s all that matters says Cathie McGinn.

The idea of wealthy patrons supporting the arts is one that might set the teeth of most creative people on edge. The patrons of the Renaissance helped create incredible work, but funding was never given unconditionally, and as creatives, we hope to be able to make decisions free of paternalistic whim.

But the reality is that creativity has to be funded somehow.

The practice of creating ads is immensely constrained, from cramming a story into a minute, to including enough pack shots.The business of making successful films often depends on telling a story broad enough to appeal to millions.