Case study: Tate Modern
Matt Springate
This is a story about how planning created new content, not just communications. It is a story that describes how Tate Modern connected with a group of 15–24-year-old Londoners who had never been interested in 'traditional' art.
Planning's contribution was to lead the journey to the big idea and locate the insights that inspired it. We married their love of music with the Tate's love of art to create something new.
We called it Tate Tracks. It was an idea that pushed the brand into the headlines and into their world; a world where...