Tate hands Naked marketing strategy task

Tate, the museum group, has appointed Naked to work on its

communications strategy.

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

the industry."

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."