‘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...

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