Sadler's Wells hires firm for corporate PR

Sadler's Wells has hired Grandfield on a brief to boost corporate revenue.

The hire has been made by newly appointed CEO Jean-Luc Choplin and is the first time the London venue has taken on corporate PR support.

Agency chairman Charles Cook said: 'It's fair to say Sadler's Wells has not really developed the corporate sponsorship market place as actively as some if its competitors in the last two or three years. Its current corporate revenue development is low.'

He added that the aim was to transform the venue's image into that of a 'world class arts venue rather than a local London one.'

Ideas in the pipeline include finding music publishing industry support for a reggae opera and sports firms to get involved with ballet.

Sadler's Wells is also set to beef up its corporate PR further with a recruitment process getting underway this week to find its first head of corporate affairs.

Grandfield was appointed following a non-competitive pitch, following a referral by Ian Hay Davison, the venue's board of trustees' chairman.

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