39.7 years. The average age of the 16th century British citizen. So, to be a person in the annuls of history from that time/space continuum (yes, I watched Doctor Who, new series, on Saturday night – wow!!), you will have had to have made your name before the age of 40.

I reflected on this today as I wandered through the Globe Theatre and surveyed the mugs, t-shirts and tea towels in Shakespeare’s shop. William somehow reaches through the centuries to be a master of love, art, philosophy, poetry….. I’m getting down now…. he also understood commerce, husbandry, profiteering, marketing. And 21st century business re-creates Shakespeare’s world by dissecting him (his brand) to create component products in familiar modern-day form.

Do we tend to split the ‘arts’ from ‘business’?  Does one word or world hold high esteem and the other is somehow low-brow and not to be discussed? The broadsheets separate culture from business news.

Marketing is an interesting hybrid. And Shakespeare seems like a good example. Where creativity meets data. Fact meets fiction. Inspiration meets aspiration. High-brow and low-brow live cheek-by-jowl in the gutsy world of the theatre. It’s an art as well as a science. When you need marketing you might not be sure if it’s the high brow or low brow version you need, because you have an audience to please and they have particular needs.You might not even know you need marketing. You might think it’s a young person’s game or you might think it’s a black art requiring Shakespearean genius. @gigCMO we’ve played many parts in many plays. So we know the score, and we’ve met all forms of audiences. Talk to us about your production. We’d love to help.