For its sponsorship of "The First Emperor: China's Terracotta Army" at the British Museum, Morgan Stanley received the Old Mutual A&B cultural branding award, presented by the UK's Arts and Business Awards. The 30th annual award ceremony was held on November 24 at the Victoria and Albert Museum in London.

The Old Mutual A&B award recognizes a partnership that reinforces the branding and marketing activity of a business through the use of culture. Arts and Business Awards said judges look for "an integral connection with culture that has increased brand equity and therefore business performance. The winning partnership will demonstrate quantifiable outcomes and measurable impact."

The exhibit itself examined the life and death of China's First Emperor, Qin Shihuangdi, and his legacy, and included a number of the world-famous terracotta warriors that had been buried alongside the First Emperor, as well as additional artifacts.

The sponsorship also supported the British Museum's education program that includes extensive teaching programs for UK schools and adult learning, and reinforces Morgan Stanley's ongoing commitment to the Arts and to China.

"It is no exaggeration to say that the First Emperor was the British Museum's most successful show in more than 30 years," the Guardian noted in reporting the award.

As the daily noted, the Firm was an obvious backer of an exhibition of this nature and importance.

"A long-time arts sponsor, Morgan Stanley was also one of the first international banks to open offices in China, and had extensive corporate contacts in the Far East," the Guardian reported. "Its financial help allowed the British Museum to create a massive and memorable media campaign for the exhibition, as well as an extensive educational exhibition to accompany the warriors themselves."

As part of its sponsorship, Morgan Stanley was able to host private viewings for clients; Great Ormond Street Hospital employees, patients and their families; and the Firm's local community partners.