Brands And The Arts

More and more brands, beyond the luxury segment, are turning to the arts as a way to create memorable experiences and to engage target audiences around their passion points and interests. Companies are collaborating with artists, creating their own cultural spaces, and commissioning news artworks and exhibitions. With the goal to invigorate brand communications and to go beyond product topics, marketing and PR managers are striving to create so called ‘cultural brands’, which have art and culture values at their core.

Making Creative Partnerships Work


The research report “Brands and the Arts: Making Creative Partnerships Work” shares insights into successful art collaborations, analyzes most common types of creative engagements, and provides an overview of the trends that are driving the future of such initiatives.

More and more brands, beyond the luxury segment, are turning to the arts as a way to create memorable experiences and to engage target audiences around their passion points and interests. Companies are collaborating with artists, creating their own cultural spaces, and commissioning news artworks and exhibitions. With the goal to invigorate brand communications and to go beyond product topics, marketing and PR managers are striving to create so called ‘cultural brands’, which have art and culture values at their core.

Insights