I’m working in a marketing company.

In the past 2 years, we have done three projects with artists in order to advertise products or services of our clients.

One artist was from New York (Joshua Davis, digital art), one from Finland (Petri Ala-Maunus, painting & conceptual art) and one from Germany (Ferdinand Merkens, sculpture & objects).

At least with one of the projects, the term "Sell Out" was raised by the arts community in regards to the artists work. Obviously, we don’t think that way, otherwise we would not work with artists.

The first question I want to raise is: What are the conditions for a proper cooperation between art and marketing?

Here is my suggestion:

1. Conceptual fit: The artists work and overall ideas must fit the purpose.
2. Artistic freedom: The artist must have complete freedom, which does not mean that the commissioning company can’t make suggestions.
3. Proper contracts: The way the artist works his […]