With many contemporary artists drawing inspiration from pop culture, it follow that marketers would turn to artists to promote their brands, according to Sebastien Agneessens, founder of Formavision, who has curated gallery shows for Lexus and Starbucks. "Speaking about what you have to sell is necessary, but not enough," he said. "Brands need to state who they are, share their values and build their culture so they can be understood in qualitative terms."

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