John Doe to help Tate bring art to under-25s
The Tate group of galleries has brought in agency help for a UK-wide campaign to engage with under-25s.
John Doe will help the Tate promote Circuit, a new national programme aimed at giving those aged 15 to 25 a chance to experience art.
The £5m Circuit programme was announced in December and is funded by the Paul Hamlyn Foundation.
John Doe was given the work after a non-competitive pitch and will generate marketing and media content to raise awareness of a three-day festival launching the initiative.
Named Circuit: Tate Modern ‘Hyperlink’, it will be held in The Tanks at London’s Tate Modern at the end of April. The agency’s project brief will extend until then.
John Doe founder Rana Reeves said: ‘We have an exciting content idea that will use YouTube and digital channels to reinterpret the Circuit activity.’
Tate’s appointment of John Doe follows the agency’s previous work supporting the Chris Ofili exhibition to the same audience.
John Doe account manager Woody Anderson will lead the work and report to Claire Eva, head of marketing and audiences at Tate.
Eva said that a big draw in John Doe’s proposal was the ‘simplicity of the digital content idea they have developed and the collaborative approach they are taking’.
It will be rolled out across the country through galleries in the Plus Tate network, with the aim of reaching 80,000 young people.
A record 5.3 million people visited Tate Modern last year, up 9.5 per cent on 2011, according to the gallery.
Tate Britain was visited by around 1.5 million people, up 4.3 per cent.
This article was first published on prweek.com
- Account Manager - Gaming Brand PFJ £30000.00 - £35000.00 per annum + Excellent benefits, London
- Senior Broadcast Manager PFJ £38000.00 - £45000.00 per annum + Excellent benefits, London
- New Business Director Dynamic New Alliances £0.00 per annum, Berkshire
- Digital Account Director Dot-Gap £38k, Central London
- Search Account Director Dot-Gap £43k, Central London
- Blippar connects disjointed families, says MEC executive
- Fans take on Jo-Wilfried Tsonga in Twitter-powered tennis game
- Nature Valley awards integrated business to start-up
- LMFM challenges bakers to be Brave on World Baking Day
- Samsung strikes placement deal with The Wanted
- Jaguar readies global campaign for F-Type launch
30 Seconds to Mars stratospheric rise on social media
In the week that it was shown that users only visited the planet Google+ for less than 7 minutes a month it’s interesting to look at how a contemporary rock artist brand goes about using social media in their marketing and the different levels of interest on different platforms.