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Allianz Business to Arts : Allianz Business to Arts Awards
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03 Sunday Independent Allianz Business to Arts Awards The relationship between Allianz and Business to Arts was first formed 12 years ago as Ireland entered a new millennium. At that stage Business to Arts approached Allianz with a view to harnessing the power of a burgeoning economy and thriving arts sector. Over a decade on, and while the world around us has been altered by natural catastrophes, economic upheaval and changing technology, the relationship between our two entities has weathered the storm and emerged with the same convictions we possessed all those years ago. As businesses operating in Ireland look to recover from the fiscal instability of the past few years, they too will carry the convictions of their brands. Allianz's communication to those businesses is as strong and as true asithaseverbeen--by supporting the arts, businesses can promote their brands and products, innovate and engage employees. There are many ways of skinning the proverbial cat from a promotional perspective. One we acknowledge as having great merit is the use of art and artistic endeavour in all its forms to build a brand or product. Behind every arts project is an artist; behind that artist you will find either a family or support group. What you'll inevitably find is a community. A 2012 survey by international market research firm Nielsen found that 92 per cent of consumers around the world say they trust earned media. Consumers Seize sponsorship with both hands As Ireland endeavours to emerge from its economic turmoil, the inventive use of arts sponsorship is more important than ever -- both for business and for society as a whole today continue to make their buying decisions based on word of mouth and recommendations from friends and family above all other forms of advertising. Every organisation needs to promote itself butitcandosoinaway that genuinely assists and aids in the economic development of the country. In turn it can build trust. The most recent Responsible Ireland Survey from Business in the Community Ireland, released in late 2011, backs the assertion that reciprocal benefits exist in arts sponsorships.. The survey of CEOs in Ireland found that the top reason for having a responsible business agenda is to deliver sustainable, long-term growth for their business. by | Brendan Murphy | CEO, Allianz Ireland Brendan Murphy, chief executive, Allianz Ireland
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Allianz Business to Arts September 2013
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