NR+P conducted a strategic review of the potential for major cultural sponsorship for the London portfolio at Land Securities, the UK’s largest property company. Very quickly we recognized a major gap in property companies’ cultural sponsorship activities and therefore an opportunity for Land Securities to carve out it’s own space and set it apart from other corporate companies, in particular property firms.
After first determining their sponsorship platform we made key recommendations, focusing on creating long-term brand partnerships around architecture, cities and design; creating a stronger internal footprint for sponsorship activity; and creating and leading a thought leadership programme. We assessed current market opportunities and made detailed recommendations of sponsorship properties for consideration as well as offering overarching strategic guidance on key decisions that needed to be made.
In 2010 Land Securities extended an existing sub-sponsor relationship to become headline sponsor of the London Festival of Architecture.
Land Securities needed a specialist consultant to provide some fresh insight into how to formulate and embed a cultural sponsorship strategy within a complex business. We needed someone who understood how a commercial organisation operates balanced by an independent and challenging strategic approach to cultural sponsorship. Well-connected, extensive experience and a robust customer driven approach, NR&P fills the niche in the market perfectly.
Richard Glassborow, Head of Marketing, Lloyds Corporate, former Head of Marketing, Land Securities London Portfolio