Tate Modern - Plugging music into the art world

This paper shows how planning created new content, not just communications. It describes how Tate Modern connected with a group of 15–24-year-old Londoners who had never been interested in 'traditional' art.

Tate Modern – Plugging music into the art world

Planned by: MattSpringateAgency: Fallon

SUMMARY

This is a story about how planning created new content, not just communications. It's a paper 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 this group's 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...

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