I strongly believe that art offers a way for brands to engage with audiences, both existing and new. It’s an amazing tool to make an impact and have a deeper connection. Yet, it’s not always an easy collaboration: artists are often unaware of all the paraphernalia that modern brands have to manage – budgets, deadlines, investors and sales targets – and it’s true to say that some brands still find the thought of working with an artist quite terrifying.
But if you can make a creative partnership work, it can be the difference between an average campaign and an extremely successful one. You just have to navigate it thoughtfully and carefully.