6 ALLIANZ BUSINESS TO ARTS AWARDS 2009 Sunday Independent May 24, 2009
The right marketing match
Despite difficult economic times, arts sponsorship still offers value for money for those brands that establish a good fit and forge strong partnerships, as the Allianz
Business to Arts Awards can testify
Pictured (from left): The historic Beaulieu House in Drogheda, one of the historic houses featured in the KBC Music in Great Irish Houses festival; children from Limerick take part in ‘Music Factory’, as part of the MBNA Shannon International Music
Festival; Liam Neeson and Clive Owen make appearances at the Jameson Dublin International Film Festival; The Dublin City Gallery The Hugh Lane Centenary exhibition, sponsored by Investec Ireland and ‘The Irish Times’
THE case for arts sponsorship the ideal choice to come on-board vital, she adds. “As a result, the brand of the fes- professional. And, from that per- “The poster campaign gave Foundation.
spend – just like any other area of as the title sponsor. Jameson recently extended its tival has become much more spective, it’s an extremely good fit Investec the opportunity to bring “We’ve been supporting the fes-
the marketing budget – is likely to Irish Distillers Pernod Ricard festival sponsorship by three years closely aligned between the two for the bank, in terms of what it’s the brand to a wider audience tival for nearly six years. It’s been
come under increasing scrutiny (owners of the Jameson brand) to 2012, something that O’Grady parties and it very much embod- trying to achieve.” and also raise brand awareness. It a long-standing relationship,
over the next while, as organisa- had been using film as its key says is testament to the impor- ies the core values of KBC.” Ongoing assessment takes place, gave Investec the chance to expose which has gone from strength to
tions feel the pressure to reduce sponsorship vehicle for several tance of this partnership in the Collins says the festival and its she says, to ensure that the busi- the exhibition to the classroom strength. Out of the sponsorship
costs wherever they can. years in various markets at that overall marketing mix. committee also complement ness objectives of the sponsorship and increase public awareness of stemmed the Music Factory, as
Maintaining and even trying stage. The company had already “We really believe it’s so strong KBC’s own brand values. are being met. this extremely important public we looked at what else we could be
to grow customer loyalty and been involved with several film- and we’ve invested a lot in it since “Once the festival and the busi- event.” doing. We looked at opportunities
brand awareness will, however, related events in Ireland. we started out, so we feel that it’s ness benefits continue to be While this particular sponsor- to break down the social barriers
continue to be vital for any com- “We started quite small – we worth building on and maintain- closely aligned, we would con- ship is now ended, Nangle says and open up the festival and
pany that’s hoping to survive the used to set up little Jameson clubs ing as opposed to walking away sider continuing the sponsorship, that Investec continuously mon- MBNA to the wider community.”
downturn. And arts sponsorship at festivals like Cannes and now when times are a bit tough.” but we would always have to itors potential sponsorship oppor- Holmes believes it is very
can be particularly effective in Venice,” explains Catherine For KBC Bank, which has sup- reassess it to make sure that both tunities and hopes to get involved important to continue such long-
these areas, as the Allianz Busi- O’Grady, head of sponsorship at ported the Music in Great Irish ‘Arts and culture is parties are achieving their goals for with similar cultural partnerships term relationships with the ICO
ness to Arts Awards recognise. the drinks company. Houses festival since 2001 and
very much at the
the year,” says Collins. in the future. and festival.
Key business benefits for part- Globally, it has grown signifi- became title sponsor in 2003, Investec Ireland – which last MBNA Ireland has been “It’s really important to con-
nering with arts events or organ- cantly, and Jameson now spon- sponsoring the event has helped
core of what we
year sponsored Dublin City involved with the Shannon Inter- tinue the existing relationships,
isations include improving sors some major film-related bring the brand to life. Gallery The Hugh Lane’s Cente- national Music Festival and the and in these times, organisations
your company profile, raising events such as the Empire Awards “It affords us the opportunity to do because arts nary exhibition and funded a cam- Irish Chamber Orchestra (ICO) and festivals such as this do rely
brand awareness, fulfilling cor- in London and the Independent allow the brand to breathe a bit
and culture is really
paign that saw the distribution of since 2004, becoming title spon- heavily on funding from the Arts
porate social responsibility (CSR) Spirit Awards in LA. and for it to become a little bit almost 670,000 posters through sor of the festival in 2005. In the Council, but also funding from
goals and investing in and pro- “In Ireland, the Jameson Dublin more alive to our customers,”
technically at
the The Irish Times – sees spon- course of the partnership, the fes- companies such as ourselves.
viding better facilities for local International Film Festival would explains Annmarie Collins, mar- sorship as a vital and integral tival has been able to grow sub- “Every year we have to review
communities. really be a core part of our mar- keting manager at the bank.
the core of the
part of the company’s brand- stantially in size and in scope. our sponsorships and we look at
Sponsoring an arts event is also keting plans for the year and we She also points out how the
Irish psyche’
building strategy. Last year, MBNA took its spon- more than just the commercial
an effective way of targeting exist- leverage it,” says O’Grady. sponsorship provides a platform “We strategically choose our sorship a step further by piloting return we get, but also the long-
ing customers and of reaching a One of the key business benefits to represent KBC as an institu- sponsorship deals to target a a creative project for children run standing reputation of the festival
target demographic, as well as for Jameson is a platform from tion that is involved with and particular market,” says Jacinta during the festival, called the and of ourselves.”
offering excellent opportunities which to communicate about the cares for the arts and with the Nangle, marketing manager at Music Factory. For MBNA Ireland, arts spon-
for corporate hospitality. brand and target consumers. community through several out- Investec. Suzanne Holmes, communica- sorship forms an integral part of
Of course, finding the right fit “The festival allows us to com- reach programmes. “From Investec's point of view, tions manager, MBNA Ireland its marketing strategy.
is crucial for the success of any municate with them in a less overt The longevity of the sponsor- the arts attract a specific target (Bank of America), says supporting “Arts and culture is very much
partnership. When the Dublin way than just maybe advertising ship has been important, adds “The festival has a high level of market and we also see this as an the Music Factory was a natural at the core of what we do because
International Film Festival was or promotions,” says O’Grady. Collins, as the festival has been integrity, is extremely knowledge- opportunity to be involved in the progression for the sponsorship. arts and culture is really techni-
established in 2003, Jameson A strong working relation- able to grow through the ongoing able in its area and its approach to community, cultural activities and MBNA offers funding through cally at the core of the Irish psy-
would no doubt have been seen as ship with the festival has been partnership. planning the festival is extremely the arts,” she says. its Bank of America Charitable che,” says Holmes.
A healthy approach
Healthcare is one industry that is reaping the rewards of aligning
with the creative arts, helping to open up communication channels and
invoke lasting change in the areas of education and personal expression
T
HE healthcare sector
in Ireland continues to
form a strong and
rewarding relationship
with the arts, both at a
business and holistic level.
Key to maintaining this part-
nership is the mutual respect and
appreciation between the health-
care industry and the arts, and the
potential for the arts to commu-
nicate critical messages and
unlock important learning. Three
projects from this arena have been
specially recognised at this year’s
Allianz Business to Arts Awards.
Mundipharma Ireland and The
Strawberry Hill Creative won the
‘Best Use of Creativity’ award for
Cancer Tales, a play by Nell Dunn.
Dr Patricia Noone of the George
Moore Society won ‘Best Arts
Champion’ for her work with the believes that the arts can play a
Lundbeck Ireland-supported Art major role in enabling people to
Works of art created as part of the Allianz Business to Arts award-winning
Against Stigma project. Mean- come to terms with the difficult
Lundbeck Art Against Stigma project: ‘What is it’ by Frank Loftus; ‘Gary
while, Paul Meade won the ‘Jim decisions that have evolved from
Kennedy’ by an anonymous artist; and ‘Woman’ by Christopher Lanvin
Naughton/Tilestyle ¤10,000 Bur-
‘The Art Against
modern medical practice.
sary for Commissioned Artists’
Stigma project is
“Healthcare is becoming much was to discuss supporting creative in being able to see their work
for his work with the Irish Coun- more complex than it ever was. art and encouraging artistic expres- being valued.
cil for Bioethics. Each project was
very important for
The possibilities that are now sion amongst those using mental “Art has an informal, but impor-
an example of the excellent bene- open to people are things that health services throughout Ireland. tant role in healthcare and par-
ficial relationship enjoyed by the
bridging the art and
years ago people wouldn’t have This meeting led to the setting ticularly mental healthcare in that
industry and artists. had to consider. Couples who up of the Lundbeck Art Against it is a creative act,” she says.
For Mundipharma Ireland, get-
healthcare worlds’ would not have been able to have do in this situation?’ We wanted to “Begotten Not Made allows peo- Stigma project. “Art gives a release that some-
ting involved with Cancer Tales a child in the past are now offered make clear to people that there are ple to take all the information in “Lundbeck Ireland was inter- times gets straight through to
(which is based on the experi- a number of options in terms of bioethical issues that everybody is a way that’s non-threatening. What ested in becoming more involved what is unspoken or doesn’t have
ences of five women with cancer) being able to conceive. going to be facing. All of these is unique about the play is that it in the holistic treatment of verbal expression. It’s to do with
provided a focused opportunity to “Life-sustaining treatments are kinds of things are very complex, works on a very personal level – it patients with all aspects of men- subconscious and emotional
positively engage with its cus- Guen Flanagan, group brand man- coming on-board all of the time – difficult and emotive, and because shows the personal choices that tal illness, but in particular those aspects of human experience and
tomers and open debate about ager with Mundipharma Ireland. 50 years ago there was no such they’re so emotive they can by people will have to take, and I enduring long-term mental ill- human living.
how the sector engages with “Cancer Tales highlights that thing as resuscitating somebody. their nature cause confrontations,” think that makes it accessible. The ness. The company saw creative “The Art Against Stigma project
patients and deals with their fears. communication is key to an indi- There’s a whole new set of options says O’Sullivan. ultimate aim is for this to go into art as a means of rehabilitation is very important for bridging the
“Theatre is an excellent way of vidual receiving the treatment, open to people, and indeed their Playwright Paul Meade was a full-scale production – we want and of making their products art and healthcare worlds. Facili-
communicating issues to an audi- which will be of benefit to them families.” commissioned and given a firm it to go into local theatres around more acceptable and better known tating the arts requires dedicated
ence. Cancer Tales follows several and that they are happy with. It is The Council decided the best brief. “It had to be scientifically the country,” says O’Sullivan. to both users and prescribers. The time and dedicated expertise from
real characters through their can- important that every patient and way to raise public consciousness accurate and it had to show all Ten years ago, Monica Hughes overall feeling was that it brought our therapists or artists who come
cer journey. The relationships their family have some control and stimulate informed discus- sides of the arguments,” says from Lundbeck Ireland, which the company very close to its cus- into the healthcare setting.
within the play are laid open and over the treatment they receive. sion on these very complex issues O’Sullivan. develops products that are key to tomers,” says Hughes. “It’s only through collaborative
the play highlights the difficulty all The only way to achieve this is was to translate them into the Begotten Not Made, first per- enabling individuals with enduring Dr Angela Mohan, consultant working with other partners and
the characters have communicat- through good communication theatrical form. formed in Farmleigh House in mental illness to live in the com- psychiatrist at St Vincent’s Hos- the industry that we have been
ing and understanding within skills.” “It’s about making the issues January 2009, was a clear success munity, and Dr Patricia Noone pital, Fairview, whose clients have able to support our clients in get-
their own relationships and with Siobhan O’Sullivan, director of accessible and allowing people to and had members of the audi- from the George Moore Society been participating in Art Against ting to participate and avail of
the healthcare professionals,” says the Irish Council for Bioethics, sit there and think: ‘what would I ence moved to tears. held a meeting in Dublin. The aim Stigma, says they take great pride opportunities,” concludes Mohan.
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