‘Don’t buy a dog and bark yourself’: How brands should work with artists

Brand collaborations with artists should include focus on creative freedom, shared values and mutual respect.

Slap a brand logo on a piece of art? You can call that “lazy marketing”, according to Matthias Schuecking, former Unilever executive and ex Airbnb APAC marketing head.

“It’s trying to take a shortcut to come to results. It’s what (many) brands are trying to do: to associate with an artist and take that shortcut,” observed the marketer at a recent Creative Cities breakfast event organised by

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands