***** To join INSNA, visit http://www.insna.org ***** Email not displaying correctly? View it in your browser. (http://us1.campaign-archive1.com/?u=f02106ebaeb66b1fb28bf4adf&id=43adeb0f0b&e=5ae01824f7) London, UK: T S Eliot marketing deal sets stage for global cheese-eating campaign. Announced today is the first major licensing agreement inked by the T S Eliot Estate: a US$40 million international sponsorship agreement with Dairy Management, the marketing agency of the United States Department of Agriculture, and the East Asia Milk Marketing Board. They will use the famous poet’s image and words to promote cheese and cheese products throughout the world. The cover of April 2013 issue of Culture magazine (shown here with cover story "T. S. Eliot on Poetry and Cheese" and "Recipes from Chinese Farmstead Cheese Makers") is the famous National Gallery portrait of Eliot tucking into a selection of traditional British cheeses. The death last November of Valerie Eliot, widow of the 20th century’s greatest writer, led scholars to hope for much greater access to papers held by the secretive and wealthy Eliot Estate. While speculation focuses on literary revelations that would help struggling PhD candidates to complete their dissertations and professors to produce book proposals, the Eliot Estate is also recognized as a treasure trove for commercial licensing. In China, East, and Southeast Asia, the campaign will focus on how cheese promotes intellectual and artistic development in children. Berkshire's CEO Karen Christensen, who worked for the Eliot Estate in the 1980s and who shares Eliot's belief that one should “Never commit yourself to a cheese without having first . . . examined it,” will be the campaign's consultant on China, Asia, and emerging economies. Rum Tum Tugger <3 Cheddar Growltiger <3 Stilton Grizelda <3 Gorgonzola Andrew Lloyd Webber has agreed to participate in the campaign by adding a song about mice and cheese to the new global run of Cats, with Chinese lyrics to be included on billboards in China with photographs of the show’s characters with favorite cheeses. Other product endorsements are expected this spring. Amongst them, according to sources close to the Estate, is a special line of clothes from Ralph Lauren that will echo the transatlantic styles of the 1920sRalph Lauren - T.S. Eliot Line . A massive series of literary publications are also in progress, a possible source of inspiration for further Broadway musicals and Eliot’s most famous poem, The Waste Land, is rumored to have been optioned by Tim Burton. Karen Christensen, founder and CEO of Berkshire Publishing, worked for the Eliot Estate in London and writes about Eliot and the transatlantic literary world of the 1920s and 1930s. http://books.guardian.co.uk/departments/classics/story/0,6000,1400997,00.htmlClick here to read more about the Eliot Estate and the US$40 million international sponsorship agreement with Dairy Management, the marketing agency of the United States Department of Agriculture, and the East Asia Milk Marketing Board. (http://www.berkshirepublishing.com/assets_news/images/April-Fools-2013/April-Fools-2013.html) http://www.berkshirepublishing.com/bpg/about/karen.asp Connect to Berkshire Publishing - specializing in international relations, cross-cultural communication, global business and economic information, and environmental sustainability - on Twitter (http://twitter.com/berkshirepubgrp) , Facebook (http://www.facebook.com/pages/Berkshire-Publishing-Group/135280203176168) , LinkedIn (http://www.linkedin.com/company/berkshirepublishing) or Pinterest (http://pinterest.com/berkshirepubgrp/) . Karen Christensen 沈凯伦, CEO & Publisher [log in to unmask] (mailto:[log in to unmask]) Berkshire Blog: www.berkshirepublishing.com/blog Twitter: www.twitter.com/karenchristenze http://us1.campaign-archive2.com/?u=f02106ebaeb66b1fb28bf4adf&id=43adeb0f0b&fblike=true&e=5ae01824f7&socialproxy=http%3A%2F%2Fus1.campaign-archive2.com%2Fsocial-proxy%2Ffacebook-like%3Fu%3Df02106ebaeb66b1fb28bf4adf%26id%3D43adeb0f0b%26url%3Dhttp%253A%252F%252Fus1.campaign-archive1.com%252F%253Fu%253Df02106ebaeb66b1fb28bf4adf%2526id%253D43adeb0f0b%26title%3DAlert%253A%2520T%2520S%2520Eliot%2520Estate%2520%252440%2520million%2520cheese%2520marketing%2520deal%2520announcement%2520today | http://twitter.com/karenchristenze | Read the Berkshire Blog (http://www.berkshirepublishing.com/blog/) Unsubscribe (http://berkshirepublishing.us1.list-manage.com/unsubscribe?u=f02106ebaeb66b1fb28bf4adf&id=d7b68d6e57&e=5ae01824f7&c=43adeb0f0b) | View this email in a browser (http://us1.campaign-archive1.com/?u=f02106ebaeb66b1fb28bf4adf&id=43adeb0f0b&e=5ae01824f7) | Visit our website (http://www.berkshirepublishing.com) | Forward to a friend (http://us1.forward-to-friend1.com/forward?u=f02106ebaeb66b1fb28bf4adf&id=43adeb0f0b&e=5ae01824f7) Our mailing address is: Berkshire Publishing Group 122 Castle Street Great Barrington, MA 01230 Tel +1 413 528 0206 • Fax +1 413 541 0076 Copyright (C) 2013 Berkshire Publishing Group All rights reserved. _____________________________________________________________________ SOCNET is a service of INSNA, the professional association for social network researchers (http://www.insna.org). To unsubscribe, send an email message to [log in to unmask] containing the line UNSUBSCRIBE SOCNET in the body of the message.