Sponsorships paint our picturex
The Reporter Quarterly investigates how strategic sponsorships, such as our support of Thomas Cole exhibitions in New York and London, are helping us tell our story, as well as benefitting the arts.
Helping people to build an affinity to the Firm and giving them an accurate picture of who we are and what we stand for is easier said than done.
Sponsorship – it’s not just event-driven advertising. If executed strategically and for the right reasons, sponsorship can be an extremely powerful tool, both for the sponsor and the cause.
That’s the approach the Firm takes when it commits to any sponsorship agreement – it has to fit with the essence of White & Case; who we are, what we stand for, and be a good fit with our strategy.
In recent years, this selective, strategic approach has seen us sponsor major events including the Magna Carta exhibition at the British Library in 2015, the Dali/Duchamp exhibition at the Royal Academy in 2017, an annual client reception at Christies in Paris, and annual corporate membership of the National Gallery in London.
Most recently, we committed to support major exhibitions of paintings by American landscape artist Thomas Cole at the Met in New York and the National Gallery in London.
Given the two locations and the history of the artist, it’s not hard to see how the sponsorship ties in with the Firm’s 2020 strategy.
“Not only is Cole considered the founding father of American landscape painting, but he is also a great example of the successful collaboration of nineteenth century artists on both sides of the Atlantic.”
Head of Business Development, Americas and EMEA, Matthew Fuller explains: “Thomas Cole is an artist who epitomises art without borders. Born in England, he moved to the United States in his teens, travelling back to Europe to learn from the masters of landscape art, including Constable and Turner.
“As such, not only is Cole considered the founding father of American landscape painting, but he is also a great example of the successful collaboration of nineteenth century artists on both sides of the Atlantic.
“That’s one of the key reasons behind our decision to sponsor an exhibition of Thomas Cole’s works, fittingly in prestigious galleries in New York and London, which is a perfect match with the Firm’s growth strategies in both cities.”
The exhibition includes paintings by Gainsborough, Constable and Turner, and particularly explores the impact of Cole’s journey to England in 1829.
It ran at New York’s Metropolitan Museum of Art from January to May and moved to The National Gallery in London from 11 June where it will run until 7 October, marking the first time Cole’s The Course of Empire paintings, painted between 1833 and 1836, have been displayed in the UK.
The exhibits include The Oxbow Lake, which is widely regarded as his masterpiece.
Matthew says: “Our sponsorship of the exhibition in New York and now London is a great opportunity to be associated with this renowned artist and with two of the world’s most iconic museums and galleries.
“The fact we’re supporting the arts is appropriate, because it’s a chance to make a more personal connection, giving clients and the public a glimpse of who we are and what we value.”
“As such, it’s a priceless opportunity to strengthen and raise awareness of the Firm’s brand and to reflect the quality and heritage of White & Case and what we stand for.
“The fact we’re supporting the arts is appropriate, because it’s a chance to make a more personal connection, giving clients and the public a glimpse of who we are and what we value.”
Our financial support enabled the paintings to be displayed in New York and then safely transported and exhibited in London and, in return, the White & Case brand is featured on all marketing materials, posters and tickets.
“We also get the chance to hold two client events at both exhibitions,” says Matthew. “In New York, this included our client evening at the Global Partners’ Meeting and a networking evening organized by associates for associate-level clients.
“This is a great opportunity to build relationships in an impressive setting and we’ll be doing the same in London, with our client event on 12 June.”
“Supporting the arts
is something that fits
with the Firm’s ethos as
a global citizen.”
The Firm’s support of exhibitions began back in 2015 when Matthew and Head of Global Citizenship Jo Weiss identified the opportunity to support an exhibition of the Magna Carta at the British Library, including exhibits of the US Declaration of Independence and Bill of Rights, which were transported over specifically for the event.
Matthew says: “Supporting the arts is something that fits with the Firm’s ethos as a global citizen. In addition, through our client events and the links we establish with prestigious names like the Met and National Gallery, we hope the sponsorship will build our profile, and provide excellent networking opportunities.
“Ultimately, we hope it will strengthen our relationships with clients, both existing and new, on both sides of the Atlantic, as well as raising awareness of White & Case with a whole new audience.”
Thomas Cole fact file:
- Widely considered the founder of American landscape painting
- Born in Bolton, England on 1 February 1801
- Emigrated to the USA in 1818
- Cole moved to New York in 1825 to become a landscape painter
- His ambition was to create a ‘higher style of landscape’ that could express moral or religious meanings
- He sailed to England in 1829 where he met JMW Turner and John Constable
- Cole took inspiration from paintings he studied when visiting the National Gallery, where his works will be displayed this summer
- Died in 1848, aged 47
- Rock star Sting is a big admirer of Cole’s work. He even arranged concerts at the Met to coincide with the exhibition.
