“They are very critical to the program because every successful program has to have the buy-in
or approval of the entire organization. When a company spends this much money on a project,
and not just money but time and marketing and they present this project as key to their art sponsorship
strategy, you have to make sure that the employees and all levels of management are in
agreement and approve of it. Thus education and programs where the sponsor’s employees are
also part of our target audiences are very important for the project to be successful. Also client
relationship management is an important aspect from the UBS point of view; their clients are
managed and have relationships with the various UBS client managers so the client managers
have to feel comfortable with the project and understand the project, and understand that there
are opportunities to bring their clients to programming around the project. So the education
process within the company is very important.” (Guggenheim Sponsorship director)