Surgut, Surgutskiy gosuniversitet, Tyumen, Russian Federation
The relevance of the study is due to the fact that in the 21st century the interaction between business and art has be-come really intense, a vivid example of this is the Chupa Chups logo, painted by Salvador Dali. For business, partnership with art is, first and foremost, an opportunity to work with different segments of the target audience (including employees), to solve PR tasks and to show a social responsibility. Many brands turn to artists in an effort to open up in a new way, to establish an emotional connection with the client and to create certain associations. Much of this effort is driven by the demands of today’s experience economy and consumers’ increased expectations. The article presents the author’s research on the example of more than 40 global corporate art initiatives, which shows that at least 5 partnership formats are possible beyond “logo sponsorship”. The aim of the study is to present art strategies of different formats. The practical significance of this study lies in the fact that it will allow companies to understand an important thesis that is interaction with art can give an effect that is not always easy to measure. By working closely with creative professionals nowadays, businesses are learning to see the world differently. The collaboration between art and business will allow implementing strategies for developing creativity and teamwork.
business, art, collaboration, art-programme, art-strategies, brand, consumers
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