Tate, the museum group, has appointed Naked to work on its
Naked will develop all aspects of Tate's marketing for Tate Britain and
Tate Modern. It will work alongside the brand consultancy Wolff Olins
and Tate's media buying agency, Total Media.
The first task for Naked is to handle media strategy for "Surrealism:
Desire Unbound", an exhibition that opens at Tate Modern on 20
September. It will also work on the opening campaign for Tate Britain's
Centenary Development. This involves an exhibition called "Exposed: the
Victorian Nude" and building the profile of the Turner Prize.
The appointment of Naked follows the selection of Miles Calcraft
Briginshaw Duffy to handle the Tate's creative account last
TBWA/London developed campaigns for the launch of Tate Modern and the
rebranding of Tate Britain before MCBD was appointed. Tate spends less
than £1 million on advertising.
Sophie Harrowes, Tate's head of marketing, said: "We were looking for an
agency to bring real understanding and communications strategy to our
business and Naked's name kept coming forward when we spoke to people in
John Harlow, a founding partner of Naked, said: "We love art, and it
doesn't get any better than at Tate. It is an exciting time to be
joining the Tate team."