The Art Gallery of Ontario (AGO) has appointed Toronto-based Endeavour Marketing as its agency of record, following a review.
The full-service agency will work in partnership with Toronto branding shop Trajectory for the overall branding process. Endeavour will handle specific marketing efforts around the gallery’s offerings including exhibitions, membership opportunities and educational programs.
“We’re very excited to be working with Endeavour and Trajectory,” said Bernita Kiefte, executive director, marketing and communications at the AGO. “Endeavour’s work in the cultural space is highly respected and will be invaluable as the AGO continues to evolve the brand globally.”
This isn’t the first time Endeavour has partnered with Trajectory. The two agencies teamed up last summer to win the branding project for the Toronto 2015 Pan and Parapan American Games.
The agency has a great deal of experience working with arts related organizations and festivals, partnering with such clients as the Toronto Film Festival, the Canadian Opera Company and the Stratford Festival of Canada.
The AGO last launched a brand campaign in October 2008 to encourage Torontonians and tourists to visit the newly renovated location, designed by Toronto-born architect Frank Gehry.
Earlier that same year the AGO unveiled its bold pop-art inspired logo from Toronto-based designer Bruce Mau.
Toronto agency Doug & Serge (then called Doug Agency) was selected in June 2008 as the AGO’s creative agency to develop the campaign.
Doug & Serge worked with the gallery up until its “Drama and Desire: Artists and the Theatre” exhibit last year when it Rethink assumed AOR duties following a review.
Moving forward, the approach is to make the AGO a go-to 365 days of the year, and keep it top of mind rather than celebrating the museum on a per exhibit basis, said Tori Laurence, executive vice-president at Endeavour.
“This new step in working with us is the evolution of going beyond the building to what’s not only inside the building, but connecting the building with the community,” added Endeavour president Barry Avrich.
