Who: Nigerian bank Guaranty Trust Bank plc

What: Sponsorship of “Nelson’s Ship in a Bottle”, by Anglo-Nigerian artist Yinka Shonibare MBE, on Trafalgar Square’s fourth plinth.

When: The sponsorship began on 24 May 2010 and is to last for the duration of the piece’s 18 months on the plinth, up to November 2011.

Why: “The sponsorship delivered extensive brand awareness amongst the bank’s national and international customer audiences,” says Tayo Aderinokun, CEO of Guaranty Trust Bank, which is advised on the sponsorship by College Hill. “Our association with the Fourth Plinth artwork was picked up across the world, but in particular the broadcast, print and online coverage in Nigeria was so wide-ranging it would have been hard to miss.

“While it is difficult to evaluate media coverage in Nigeria in the same way as it’s done in the UK, the bank received complimentary feedback around the sponsorship of Yinka’s piece, with many commentators and stakeholders linking the sponsorship to an increased sense of national pride.”