Creative collaborations deliver results

In today's dynamic and rapidly evolving business environment, organisations are constantly seeking new ways to innovate, differentiate themselves, and foster meaningful connections with their audiences. One often overlooked yet relevant way to achieve these goals is by partnering with arts organisations to create unique projects that deliver on strategic aims.

Business to Arts is a membership organisation that connects the corporate and cultural sectors via purposeful partnerships. For 36 years we have worked with businesses of all shapes and sizes, ranging from multi-national companies to family-owned businesses to develop meaningful projects and relationships that deliver true value for both parties.

The collaboration between the creative sector and businesses can unlock a range of benefits that go far beyond aesthetics or entertainment, driving innovation, fostering emotional engagement, and enhancing brand affinity.

• Creative Arts as a Catalyst for Innovation

Businesses, especially those in competitive industries, often rely on innovation to maintain their relevance and competitive edge. However, innovation is not always born out of a conventional business framework. This is where arts organisations come in. Artists, performers, and creators are naturally inclined to think outside the box, challenge norms, and experiment with new forms of expression. Their approach to problem-solving, one that often embraces ambiguity and unpredictability, can be incredibly valuable to businesses seeking fresh perspectives.

In 2021 one of our Patrons, ESB, decided to commission a series of short plays through Fishamble: The New Play Company. The 600-word Tiny Plays written by the public gave creative expression to all points of view in the transition to a low-carbon energy future: to look at the choices we all must make to meet our future climate goals, examine how those choices will impact communities, and imagine what we want the Ireland of our future to be, and gave ESB insight into the attitudes and concerns of the public they needed to address. Extracts were even played at a Board meeting to drive conversation amongst the C-Suite.

The success of this project led to ESB investing €250,000 in creative projects to stimulate conversation around sustainability and the energy transition through the ESB Brighter Future Arts Fund in partnership with Business to Arts, recently winning a European Sponsorship Award.

• Driving Emotional Engagement and Brand Loyalty

In a world where consumers are increasingly overwhelmed by information and marketing messages, emotional connection is one of the most powerful drivers of brand loyalty. Businesses that understand and prioritise emotional engagement can build lasting relationships with their customers. This is an area where creative arts organisations excel. Whether through music, visual arts, theatre, or dance, the arts have a unique ability to tap into human emotions and foster deep, lasting connections.

We saw this clearly in Bank of Ireland’s landmark €1 million investment in the arts across Ireland during the pandemic. The Begin Together Arts Fund provided grants in the range of €5,000 - €15,000, providing crucial support to over 100 cultural projects embedded in communities across the island of Ireland during a period of extreme uncertainty. The funded projects focused on connecting people in a period of isolation, providing support for a sector most significantly impacted by lockdowns, and imagining positive futures. Research conducted on the impact of the Fund showed an uptick in the positive perception of Bank of Ireland and increased brand consideration as a result.

• Enhancing Corporate Culture and Employee Engagement

The value of integrating the arts into business extends beyond external engagement; it can also have a transformative effect internally, within the company itself. In today’s corporate world, a company with a purposeful societal outlook, and workplace satisfaction are key factors in talent attraction, retention, and organisational success. Employees who feel creatively fulfilled and emotionally invested in their work are more likely to be productive, innovative, and loyal to their employer. Incorporating the arts into corporate culture, whether through creative workshops, performance events, or artist residencies, can serve as a powerful tool for enhancing workplace morale and fostering a sense of community.

Global financial services law firm Walkers wanted to display its commitment to developing local communities with a programme that engaged both its staff and residents. Business to Arts worked with Walkers to create a Photographer-in-Residence programme that engaged with local school CBS Westland Row and staff over three years. Photographer Kate Nolan conducted workshops, ran a public photography competition, and helped to create a commemorative book that was gifted to clients and staff. This led to enhanced creativity, collaboration, and appreciation for the local area and community within Walkers.

• Strengthening Corporate Social Responsibility and Community Ties

In an era where ESG and corporate social responsibility (CSR) are increasingly important to both consumers and employees, businesses are constantly seeking ways to demonstrate their commitment to social and cultural causes. Partnering with arts organisations, who have years of authentic experience in trust-building and inclusive engagement with diverse communities and societal issues, offers a meaningful way to contribute to the cultural fabric of Ireland while aligning with ESG and CSR goals.

Irish Life has embarked on a significant refurbishment of its campus on Lower Abbey Street, Dublin 1. The campus is famous for its large-scale public artworks, and they decided to create a new, collaborative mural on nearby Marlborough Street to cover the hoarding that borders the building site during the new development. Business to Arts worked with artist Shannon Jade Wilson (The Meditative Creative) to facilitate workshops with local Scoil Chaoimhín to co-design the mural The children’s vision for ‘future Dublin’ was realised through this process, and gave them ownership over their local landscape.

Meaningful differentiation and real results

The synergy between arts organisations and businesses holds immense potential. By bridging the gap between the business and artistic worlds, companies can access new avenues for innovation, deepen emotional engagement with customers, enhance their corporate culture, and make meaningful contributions to society. As the pace of change in the business world accelerates, those organisations that embrace creativity and artistic collaboration will not only stand out but will also thrive in an increasingly complex and competitive landscape.

If you’d like to learn more about how purposeful arts partnerships can benefit your business take a look at our case studies and find out about our membership and services.

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Louise O’Reilly has spent over twenty years working at the intersection of art, business, science and technology, and social innovation. Her work in Business to Arts has spanned large-scale cultural strategies, landmark public art commissions, cross-cutting thought leadership events, and an annual Awards ceremony celebrating the power of corporate-cultural partnerships for over 500 leaders from both sectors. To find out how your business can benefit from connecting with the arts contact louise@businesstoarts.ie.