At Mudec - Museo delle Culture in Milan, the CSA Art and Culture Observatory has just presented its report on the relationship between business and culture, highlighting the urgent need to strengthen their synergies.

“There is a widespread perception that private support is very low: for 71% [of Italians], private companies do not sufficiently support the cultural sector,” comments Daniele Frattini, Chief Data Officer CSA. This is why Havas Arte e Cultura was born, a centre specialised in cultural communication and marketing that aims to go beyond the traditional logic of sponsorship.

Its mission is “communication at the service of cultural value”, bridging the worlds of knowledge and business and facilitating cooperation between companies, institutions and cultural organisations. Through targeted campaigns and local initiatives, Havas aims to promote inclusion and foster shared growth, with economic and social benefits for both parties.

“Communication must support companies in carrying out valuable projects that have a positive impact on both internal communities and the general public,” says Caterina Tonini, CEO of Havas Creative Network. According to Tonini, investing in culture is not only an act of responsibility, but also a way to create sustainable value and expand the reach of cultural initiatives.

Opening image: Caterina Tonini – CEO di Havas Creative Network