Cultural Sponsorship, The Search for Meaning

Sinopsis

Brands need a purpose, customers buy services or products but they also need to buy meaning, and culture can provide that meaning and round off what the company wishes to express.

This session sets out to show the potential of cultural sponsorship by giving successful examples, and the odd failure. It will debate why it is important for brands to link up with culture; opportunities and pitfalls of cultural sponsorship; learning about the present state of cultural sponsorship (examples by sector) and closely examining sponsorship in museums.

Biography

A graduate in Media Studies and a Master’s in Communication, Pepa Octavio de Toledo is Head of Heritage and the Friends of the Museo Nacional Thyssen-Bornemisza programme. She began her career working in French companies before joining Grupo PRISA as Assistant Marketing Director. She has been Head of External Relations, Communication and Development in La noche en blanco, Matadero Madrid and Medialab-Prado.