Claydon Heeley International has won the brief to help the National
Museum of Photography, Film and Television pull in visitors when it
relaunches next spring.
Although the agency picked up the business without a competitive pitch,
the museum had already gone through an earlier, fruitless pitching
process involving RPM3, Cheetham Bell and Faulds - the last pulling out
before the final presentation.
After the pitch, TBWA conducted a brand positioning exercise for the
museum and recommended Claydon Heeley, which Omnicom has recently
The museum’s marketing manager, Andrew Palmer, said: ’We were impressed
by the people at Claydon Heeley because they seemed genuinely excited
and inspired by the brief and they understood the culture of the museum.
We wanted someone with a fresh approach who wouldn’t wheel out the same
old museum strategy.’
The brief is to retain the Bradford-based museum’s position as the most
visited outside of London.
The marketing budget has been doubled but Palmer was tight-lipped about
the figure. When the museum reopens after the pounds 15 million
modernisation programme it will include more digital exhibits and a 3D
New-media technology is expected to play a major part in the marketing
strategy. Features include a gallery exploring the art of
The museum retained Maher Bird and Associates before closing down for