Hasta La Creative!

Last week in the heart of Chelsea, in New York City, Joan Rivers got a standing ovation from her adoring gay and lesbian fans after the screening of a documentary about her life, "Joan Rivers: A Piece of Work." The sold-out event at NewFest, New York's premiere LGBT film festival, attracted a well-educated, professional (and good-looking) crowd of New Yorkers, most of whom were gay, and all of whom are prime targets for many of today's brands from Heineken to American Express, and yet mainstream sponsors like these two (who, by the way, underwrote the Tribeca Film Festival in April) were nowhere to be found.