Interesting concept about organisations aligning themselves alongside each other in advertisments in order for each to benefit. I assume the aligments at first will be small cool company / large less cool company. The large company gets some cult coolness, the small company gets a much higher profile.
Course this in by no means new, but then trend does seem to be increasing, and I can see as advertising becomes more fractured and the message diluted, it could be important for groups of large companies securing partnership with other large companies in a ‘lifestyle’ brand excercise. Such as Nike + Evian = Just do it naturally…..etc…..