Ad agency parent WPP Group has acquired a 6.8 percent stake in content-financing and creation company Media Rights Capital, reports AdAge.
MRC connects those who have the desire to create content with those who have the checkbooks to finance the creation and distribution of that content. That distribution can be over a combination of media platforms. The firm helped finance the film Babel and is partly owned by Hollywood's Endeavor talent agency, according to the New York Times.

Under the terms of the deal, WPP gets a first look at any opportunities that MRC might have for branded entertainment in the projects that it puts together.

That's similar to an arrangement that WPP has with movie studio The Weinstein Co. But because MRC isn't limited to film distribution, many more opportunities for presenting non-traditional marketing are potentially available with the MRC arrangement.