The art of reframing: Art Fund's marketing masterpiece

This interview examines the success of the Art Fund non-profit’s Art Pass campaign in the UK.

Elen Lewis speaks with Dr Stephen Deuchar, Art Fund director, and Laurence Green, founding partner of 101, about the Art Fund campaign, winner of the Long-term Marketing Excellence prize at The Marketing Society Awards 2017.

What is the most valuable lesson from the long-term success of Art Fund's campaign?

Stephen DeucharIt wasn't just a marketing campaign, it was about the identity of Art Fund as an organisation, about gripping it and reimagining it for the present and future, as opposed to something which had evolved gradually since 1903. Art Fund is big on tradition and our longevity is a...

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