Pas de deaux - Talbot Hughes McKillop's corporate sponsorship:

Who: Talbot Hughes McKillop, financial restructuring specialists

What: Sponsorship of the English National Ballet’s Emerging Dancer Award 

When: The agreement began in February 2010, the award’s inaugural year 

Why: “The award reflects what our culture’s about,” says THK’s Julian Gething. “Like us, it stands for innovation and quality. The sponsorship coincided with us relaunching the brand, and helped to reinforce our values.” As well as the boosting the profile of the brand, the agreement gives THK “corporate wraparound” of the awards ceremony. “We were able to invite clients, prospects and partners to the ceremony, followed by a dinner afterwards. It allowed us to give a different, special experience.” Feedback from key audiences has been “fantastic”, says Gething. “It’s really differentiated us and helped us stand out from a dull, uninspiring market.”

Photograph: Richard Haughton