One of the city's icons, The Baxter Theatre, has appointed TBWA Hunt Lascaris as its agency.
As with many South African theatres, The Baxter has never before enjoyed the benefits of professional and creative advertising services.
"This is a fabulous opportunity for us," commented Mannie Manim, Director of The Baxter, "Theatre constantly struggles to compete in the fast-glib entertainment market, even though the quality of product is so much more satisfying and relevant to people's lives. TBWA Hunt Lascaris Cape Town is renowned as an agency that disrupts the norm and breaks through the clutter, we know that they will help us greatly to make theatre-going more usual and frequent."
The new alliance also offers satisfaction to the agency: "As creative people, we care about the arts - and we also care greatly about the City," says TBWA Hunt Lascaris Cape Town's Creative Director, Leon Jacobs, "We're delighted to work with The Baxter. This is in line with our goal for TBWA Hunt Lascaris Cape Town to become increasingly entrenched in the City's culture, heritage and community. Cape Town has an outstanding reputation for fostering the arts, and we see ourselves as part of that."
It's potentially a powerful boost for one of the most neglected art forms and could go a long way in exposing new audiences to the richness and delights of South African theatre.
