Arts, Business & Brand Identity 2018

Sponsored by ScottishPower Foundation

Winner: Glamorgan Brewing Company

Owain Taylor-Shaw, Wales Millennium Centre, Suzanne Packer & Richard Anstee, Glamorgan Brewing Company

Image by Glenn Edwards

The Llantrisant based brewery partnered Wales Millennium Centre (WMC) to produce a specially branded beer promoting the new musical Tiger Bay. Combining unique artistic and business assets, they created a marketing campaign clearly branding the bottled ale. The collaboration was a huge success. WMC received royalties from the bottle sales which also widely publicised its charitable message. For the business, sales of its Welsh Pale Ale increased by an astonishing 900% with demand continuing across South Wales long after the show had ended. Following WMC’s lead, the brewery is now committed to developing a fully bilingual business, recognising the positive impact of the Welsh language on its bottom line.

The judges were impressed by this partnership’s clarity of vision and how tangibly it met the objectives of both arts organisation and business. The Tiger Bay branding proved so mutually beneficial that a range of new projects is now being developed by WMC and the brewery.

Finalists

UBS Wealth Management

UBS wanted to raise its profile in Wales and became the Royal Welsh College of Music & Drama’s Philanthropy Partner. Its contribution became a match funding pot, doubling every £1 of new support secured by the College’s individual membership schemes. This powerful incentive for new donors clearly aligned UBS with every approach to high net worth individuals. The judges felt this innovative and effective partnership perfectly matched objectives and values while reinforcing brand awareness.

Western Power Distribution

The judges commended Western Power Distribution on its creative approach to raising the profile of a key service for vulnerable customers. The Priority Service Register was promoted in Morriston Hospital through Music in Hospitals & Care concerts and in Pembrokeshire by Spectacle Theatre, which devised bespoke short plays and performed them in public spaces. Both projects successfully raised awareness of the service and resulted in an increase in the number of people signing up to the register.