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Biography:
Based in New York City, Muys Snijders oversees all aspects of risk management for Private Client Select's (formerly AIG Private Client Group) insurance portfolio of art, jewelry, cars, wine, and collectibles. She is a seasoned executive and visionary leader with over 25 years of experience in the international art world. Prior to joining AIG, she launched her own art consultancy firm and served as the managing director of Christie’s Americas. Muys has a deep knowledge of the post-war and contemporary art market, having led the division for Bonhams in New York and, prior to that, acted as the global director of client strategy and private sales for this department at Christie’s. Muys also held key positions in client advisory, estates, appraisals & valuations, and the chairman’s office, which makes her uniquely qualified to advise clients across the entire spectrum of their art collections. Furthermore, she is a chartered private risk and insurance advisor (CPRIA) offering specialized solutions to complex insurance and risk management issues. Observing Cause and Purpose Marketing Initiatives Enhancing Client and Employee Engagement Our policyholders are high-net-worth individuals who are often philanthropists themselves. Sharing their passion for similar causes or goals has created common ground, allowing us to better relate to our clients and show the brand in a different light. Moreover, our campaigns always involve an educational component. Our brokers and policyholders have been highly impressed by our knowledge of their art and collectible assets and the expertise we have in protecting them. "Authenticity and making sure all parties are on the same page is key to achieving success " Many of our campaigns generate a sense of pride among our extensive nationwide team because they’re able to give back to the community in the form of art, design, ideas, knowledge, or access. It has also brought our brokers and team closer to our policyholders, resulting in a deeper understanding of why it is important to protect our client's assets, which could be of historical or national importance. Key Challenges Encountered When Implementing the Innovations in Marketing Both the art market and insurance industry are changing rapidly, so innovation is essential to staying relevant and profitable. Deploying new ways to engage with the community we serve allows for new ways of thinking and learning, which in turn will lead to the discovery of new business models and ways to operate. What can be challenging is that cause marketing partnerships are not one-time deals but long-term relationships that require trust and rapport. Moreover, we always need to keep in mind that the campaign should strike a balance between profit and purpose without compromising either one. The key is to amplify missions and messages, not to overshadow them. Successful Cause and Purpose Marketing Campaigns Undertaken and What Were the Outcomes and Impacts Achieved Over the past few years, we have partnered with the ICA Miami Foundation Beyeler, Baltimore Museum of Art, Design Miami, B&B Italia, and Pen & Brush through corporate partnerships supporting exhibitions. We have also supported events and programs focusing specifically on the prolific work of women, non-binary and BIPOC artists and designers like Jadé Fadojutimi, Nina Chanel Abney, Sasha Gordon, Michela Martello, Black Artists and Designers Guild (BADG), Bradley Bowers, and Stanley Whitney, amongst others. By supporting artists and designers, we are bridging the gap and bringing awareness to societal issues while also helping the institution fulfill its mission of offering programming and free access to its entire local community. In turn, our brokers, industry partners, and policyholders get to enjoy art and design they may not have otherwise seen whilst we actively foster thought leadership across this multi-faceted community through a program of tours, talks and other tailored events. Moreover, our initiatives also beautifully align with the efforts of our own organizations’ diversity, equity, and inclusion team. Advice to Other Organization Thinking of Getting into This Type of Marketing Communication, honesty, and transparency are all key to a successful partnership. Take time to get to know the partner, their cause, and their goals. It is all about building something together, and therefore, it is crucially important to be aligned with each other’s business values, mission, messages, and target audience. Ask yourself: how meaningful is the programming to the business and our clients? Authenticity and making sure all parties are on the same page is key to achieving success.