Tate Gallery

Campaign by TBWA for the Tate Gallery, in advance of the Bankside opening in 2000. Objective: to build visitor numbers across all the Tate galleries.
Agency: TBWAAuthor: Rob Alexander

Changing The Perspective: Developing Brand Advertising For The Tate Gallery

APG Creative Planning Awards Entry 1999

INTRODUCTION

This paper deals with the development of advertising for The Tate and shows how planning contributed to the development of outstanding advertising by:

  • Identifying the requirement for a new form of brand advertising for the Tate
  • Identifying the key target audiences for brand advertising within the communications mix
  • Redefining the market in which The Tate competes
  • Finding a new role and message for gallery advertising that was founded on...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands