Gaining sponsorship may seem harder than ever, but it’s not impossible says Anna Burns.
Anyone who reads articles about the fall in arts sponsorship may be forgiven for feeling pessimistic, but despite the recession the sums available still make this a pot worth going for. It is estimated that over £500m is donated annually by individuals and businesses to the arts sector. Although large flamboyant sponsorships and corporate hospitality may be in decline, opportunities for boutique, creative partnerships are thriving.
Despite, or perhaps due to, the recession, arts sponsorship is becoming an ever-more sophisticated part of the brand story. Brand managers are recognising the value and rich source of originality that the arts sector provides. For many years, the advertising industry has worked with artists, and sometimes plundered the arts for creative ideas. Now, brand managers are themselves becoming more courageous about working with different creative partners to create a new kind of branding; bespoke encounters are what many aspirational brands strive to achieve.
BESPOKE TAILORING
This boutique approach can be seen in a range of unique partnerships. For example, the Radisson Edwardian hotel commissioned ‘We Are Very You’, which consisted of paintings of its guests; Reader in Residence weekends are hosted by Damian Barr for the Adnaz Hotels, and Barr also has the forthcoming ‘Volvo Starlite Drive-in Cinema’. Akram Khan Company has proved that even in the challenging area of contemporary dance, brands want to associate with beauty and originality. The company secured Hermes and Société General as sponsors for its production of ‘In-I’ last year. It frequently looks for support abroad, where British creativity is highly valued. Last year, it secured support in China and, this year the Abu Dhabi Authority for Culture and Heritage is supporting a major work which will premier in London in September.
OLYMPIC PROBLEMS
London 2012 is a source of friction within the sector. Lottery money diverted towards the games, and the Olympics dominating the sponsorship landscape, is less than ideal for arts funding. However, it is worth remembering that most Olympic sponsors will have an arts and community aspect to their sponsorship activity to demonstrate their commitment to the Olympic values. Arts organisations are well placed to help them bring this aspect of their story to life. BP’s official sponsorship of the Cultural Olympiad and Visa’s ‘Olympics of the Imagination’ are examples of creative platforms that don’t just focus on sport.
Intellectual capital and debate is also highly prized. The Architectural Association School has recently attracted a sponsor for its art and science collaboration ‘Energy As Form’. The company recognises the value of partnering an organisation that represents big ideas and courageous thinking. Currently, Kallaway is representing a bank and a luxury brand,
both looking for original and enduring partnerships that will take them into new territories and help their brands to tell a richer, more connected story.
MUTUAL BENEFITS/BEAUTIFUL FRIENDSHIP
As we all know, for a relationship to work, both sides must feel they are benefiting. Arts organisations must avoid the temptation of taking the money at any cost, particularly in a recession. Think about the demands it will place on your organisation. Assess your value and the required budget well before entering into discussions, and be ready to justify it and make a logical and plausible case. Remember when costing, that your brand equity has a value too.
As well as thinking about what the sponsor can do for you, think about what you can do for them. What is their brand trying to achieve? Be flexible and open to discussion without completely changing the nature of what you do. You will be valued for your energy and creativity, and your ability to find exciting solutions, not compromises. Spend time on the contract to start the relationship on the right footing and ensure it remains professional and workable. Clients are also often appreciative if you are ready with ideas to make it an enduring union, rather than a one-hit wonder.
Working with a brand can bring discipline to an organisation that will help ensure a successful and sometimes long-term partnership. There are a number of routes and collaborations that a brand can take; making your approach professional, exciting and unique will be a tempting combination. Nobody is enjoying the recession but the world hasn’t stopped. Now more than ever, there is an opportunity to meet corporates on equal terms and find ways to combat hard times together.
ANNA BURNS is Development Director of Kallaway.
w http://www.kallaway.com
This week Anna enjoyed the Dash production of ‘Babel’ with Sidi Larbi Cherkaoui, and the astonishing John Gerrard’s work as part of the Art on the Underground series at Canary Wharf. She is looking forward to the re-opened Galleries of Modern London at Museum of London, and the Royal College of Art Graduate Fashion Show.