Marketing for art and culture

The marketing and PR agency Culture & Art Communications GmbH is celebrating its seventh anniversary this year, and with the move from Basel to Zurich last September, the small company has realigned itself and specialized in PR and marketing for cultural projects as well as fundraising. Owner and managing director Françoise Binet sees the agency's relocation as marketing on its own behalf, as Zurich has a better name in the international cultural world than Basel. At the Rhine knee, the agency had mainly been involved in sponsorship brokerage in the sports sector. "Relationship networks are much more important in the cultural sector than in sport," says Binet. "In contrast to sport, culture is not just about traditional marketing, but also about cultivating relationships and patronage." Binet also discovered a gap in the market for cultural marketing, as this sector is still much less organized than the sports sector.
The agency employs four people and intends to maintain this size for the time being. Culture & Art Communications is responsible for the relaunch of the Heinrich Neuhaus Foundation, The International Piano Art Center in Zurich and the foreign management of ballet choreographer Valery Panov, among others. (ba)