Agency: TBWA | Author: 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...