Sponsors of culture want action

Companies are no longer interested solely in the visibility of their logos

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By Leena Virtanen
     
      The arts need an increasing amount of sponsorship, but the much work and planning is needed to enhance the compatibility of culture and the corporate world. Companies are no longer interested so much in the visibility of their logos, but rather in action and long-term sponsorship deals.
      According to a recent study, companies' interest in sponsoring culture is slightly waning. The annual sponsorship barometer put out by the Association of Finnish Advertisers shows that companies intend to sponsor for example art events less than before.
     
This is not the whole truth, however, insist the in arts sponsorship.
      "The development is currently two-sided. The interest towards sponsorship has increased overall, but traditional methods have declined at the same time", Sini Vikkula of Image Match explains. Image Match is a consulting firm specialised in sponsorship and marketing, and the fine arts are among Vikkula's areas of responsibility.
      "More specifically designed projects are in demand now - not just grand openings with sparkling wine", says Vikkula.
      Image Match has taken part in a touring school project put on by the the Museum of Contemporary Art, or Kiasma and the electric utility Vattenfall. The Kiasma staff visited schools giving lessons using modern art in their teaching. Vattenfall took part in the planning of the project and provided funding and a van.
     
The touring school is an example of the main trend in sponsorship. Companies now wish to assure consumers that they take social responsibility. As a result, there has been an increase in sponsorship of civic projects.
      The communications director of Vattenfall, Håkan Nylund, uses marketing terminology to outline the company's motives in a stylish final report: "The co-operation in sponsorship has long been an important mode of communication for us, with which we have wanted to strengthen our trademark and visibility, communicate our values, and support society."
      "Culture is often connected with prosperity", Kiasma's Annukka Klinge points out. Her latest project has been that of organising the sponsorsihp arrangements of the Ars -06 exhibition.
     
Kemira has found a suitable partner in the Helsinki Festival. For the second year Kemira is taking part in the Festival's Baltic Sea project. The Worldwide Fund for Nature functions as a link between three companies involved.
      By sponsoring the Baltic Sea theme, the chemicals manufacturer Kemira not only improves its tarnished reputation as a polluter of the seas; technology involved in protecting the waters is now part of its business operations.
      "All three parties have a common agenda", the communications manager of Kemira, Kari Savolainen boasts. And what advantage does Kemira believe it will gain from the image of the Helsinki Festival?
      "Dynamics. The motto "Art is for everyone" also works for us, so as not to be elitists. Everything comes together well."
     
Bringing culture and the corporate world together is not always this easy.
      "It is easier to fit together commercial targets and commercial goals. Culture brings with it a mutual respect. One has to see where the goals coincide", says Sini Vikkula.
      Can there also be actual risks in sponsoring culture? Art is, after all, unpredictable.
      Ilkka Juva, who is in charge of the sponsorship deals of the state-run lottery company Veikkaus, points out that bigger risks lie in sports. The growing trend is now supporting junior sports.
      "Everything has its risks, but Finland is a relatively liberal country, where many things are at least tolerated", says Juva.
      Veikkaus supports culture with its profits as well as through sponsorship. According to Juva, it also need more action in its sponsorship activities.
      "Veikkaus already has enough visibility, but we need to come face to face with our customers more than we have done. For example at events, where we can be present all day long."
     
Vikkula has the feeling that companies' interest in culture has not waned. One only needs to find the right companies whose image connects with controversial modern art.
      Vikkula also insists that these companies understand the artistic independence.
      "The visibility of the company is very strictly limited", emphasises Annukka Klinge of Kiasma. She has had to face the criticism aimed at the marketing and visible sponsorship of the Ars exhibition.
      It has been clearly thought out in Kiasma, that customers also benefit from the sponsors. For example Ars includes a relaxation room sponsored by Play Station, with chairs designed by Stefan Lindfors.
     
According to the barometer over half of the companies mention projecting the company's reputation as a prime goal of sponsorships. For example reaching interest groups and supporting sales fall behind this.
      Marianne Mäkelä, the CEO of Image Match, says that international studies suggest otherwise. "Creating and maintaining the relationship with the customer has become a central issue. Companies without a common topic of discussion with the customer seek opportunities to be noticed", Mäkelä describes.
      Culture can be in a key role in creating these kinds of "identifiers". The co-operation between Vattenfall and Kiasma serves as a good example again: the consumers of tomorrow get acquainted with a new brand well beforehand.
      And Kiasma and modern art become all the more familiar.
     
Helsingin Sanomat / First published in print 11.4.2006

More on this subject:
 FACTFILE: The barometer's forecast

LEENA VIRTANEN / Helsingin Sanomat
leenavirtan@gmail.com