How to Make Creative Partnerships Work - Grayling’s Exclusive Industry Report
We bring you exclusive access to Brands & the Arts - How to Make Creative Partnerships Work. A highly informative survey of brand x art engagement by Anastasia Elaeva, Strategic Consultant and Creative Partnership Lead at Grayling Russia.
According to Elaeva, "It is no longer enough to provide just a good product or service. Brands need to create memorable experiences and engage target audiences around points of passion and interests, with art being a major opportunity do that.
As more brands are putting culture at the centre of their communications, managers responsible for art collaborations should take a systemic approach, considering potential risks, thinking long term, and developing engagement strategies for both internal and external stakeholders. To create a truly cultural brand, they need to rely on art professionals’ expert counsel and to find an area where art world interests and business goals truly intersect."
The report examines more than 40 corporate art programs exploring the diversity of initiatives and includes interviews with brands representatives.