When the private museum, Pinacothèque de Paris, decided to come to Singapore, one of its first objectives was to look for corporate partners to sustain its development in Asia.
Ruder Finn’s Activation division was hired for this role because it was the only agency that had the network, could talk both the corporate and art language and could work in a dedicated manner on this project.
Within a very short time, the interest in and awareness of the museum within the corporate world had gone from negligible to having strong recognition. Among others, Cartier decided to hold a private dinner for its top clientèle within the museum walls that was extremely well received, leading to an exhibition of Cartier's high-end jewellery pieces at the museum itself. Top private bank, Indosuez, held a gala for its clients. The largest gas provider in the world, Air Liquide, organised its annual event for business partners and associates at the museum; Air France became a strategic partner of the first exhibition, "The Art of Collecting: Masterpieces from the Pinacothèque”.