• Ad Age, Friday, May 23, 2008 10:45 AM

Hot on the heels of Agency 3.0, that William Morris-backed "Hollywood Powerhouse" agency of the future thing, comes Brett Ratner Brands, a brand consultancy for anyone looking to infuse their product or service with a little of that "X-Men: The Last Stand" magic.

Rattner, who directed the Rush Hour trilogy as well as the final installment of the X-Men franchise, launches his agency with Activision's mega-brand "Guitar Hero" already on board. Indeed, you may already have seen his work if you watched the "American Idol" finale: The spots in which the two Davids performed similar takeoffs of the dance sequence from "Risky Business"? That was him (the spots themselves were produced by Omnicom Group's DDB, Los Angeles, but Ratner was the consultant).

"You get to tap into Brett's brain, and not just for the obvious creative ideas or directing an ad," said the Activision CEO. "His unusual skill is not only that his tentacles go deep into the creative community, but he genetically gets and understands how to make money."

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