In this week’s webinar, we explored how arts and culture collaborations can elevate brand marketing and deepen audience connection. Sara Fitzmaurice, Founder & CEO of FITZ & CO, and Danielle Bias, Chief Communications Officer at MOCA Los Angeles, shared expert strategies for aligning brand values with cultural initiatives. They discussed how these partnerships drive engagement, foster authenticity, and enhance brand presence—along with actionable tips for creating collaborations that truly resonate.

The takeaways: 

• Well-executed arts and cultural partnerships help brands foster a genuine sense of belonging and align with future-facing creative communities.
• Authenticity is key—what drives engagement and coverage is an experience that doesn’t feel overly orchestrated or transactional.
• Successful collaborations begin with a clear understanding of why the brand is activating: What are the business objectives? What KPIs matter? 
• Multi-year commitments typically yield stronger results (than one-off sponsorships, for example) and allow space to build something meaningful over time.
• Alignment on shared goals—like reaching new audiences—is essential for both brand and institution.
• Brands must actively participate, not just fund: they should bring content and strategic thinking, while institutions provide structure and creative guidance.
• A detailed contract and clear expectations are critical to ensure a smooth, respectful collaboration.
• Impact should be measured holistically—not just in numbers but also by narrative value:
  • How did this advance the brand’s story? Who was in the room? What relationships or next steps emerged?
• Missteps to avoid include short timelines (especially with institutions that plan years ahead), unclear budgets, and underestimating the planning required.
• The digital component of these partnerships still needs more innovation—how to translate cultural engagement meaningfully online is an open question that brands should ask artists to support. 
• Marketers/CMOs—not philanthropy or sponsorship leads—are now owning these relationships, recognizing the long-term brand value they offer.
• When done well, these partnerships feel like authentic works of art themselves—immersive, thoughtful, and deeply aligned.