Irish Bishop Paul Tighe, adjunct secretary of the Pontifical Council for Culture, speaks on March 10 during the South by Southwest Festival in Austin, Texas. At right is Helen Osman, a communication adviser. (CNS photo/Matt Palmer)
Politics & SocietyNews
Matt Palmer - Catholic News Service
The concept of branding has become more prevalent than ever, thanks to the digital age. The Vatican is part of the game, too.
Pope Francis has named Irish Msgr. Paul Tighe a bishop and appointed him as adjunct secretary of the Vatican's Pontifical Council for Culture. Bishop-elect Tighe, who served as secretary of the Pontifical Council for Social Communications, is pictured at the 2013 Catholic Media Conference in Denver in this June 20, 2013, file photo. (CNS photo/Nancy Phelan Wiechec) 
Politics & SocietyNews
Matt Palmer - Catholic News Service
"You're certainly the only one in a collar and you're possibly the only one with white hair," Bishop Tighe said about the festival.