The Art Gallery of Ontario (AGO) has appointed Doug Agency as its creative agency for its reopening brand campaign, set to launch this September.
The art gallery invited 14 agencies to participate in the formal review process that began last February. Eight agencies responded, and the list was eventually narrowed down to Doug Agency, Leo Burnett and DDB, said Arlene Madell, director, marketing and visitor services, the Art Gallery of Ontario. Prior to the hire, the AGO worked with various agencies on a per-exhibit basis.
Doug Agency best understood how to market the gallery as an experience, rather than focus on individual exhibitions, said Madell.
The agency presented three different concepts during the pitch and is currently tweaking the chosen integrated brand-building campaign to incorporate AGO’s suggestions, said Madell. The campaign will launch in three phases, and run until March 2010.
“We’re very proud and excited to have been chosen and given the opportunity to connect art with people as the AGO redefines the art experience,” said Doug Robinson, chairman, chief creative officer of Doug Agency, in a statement.
Currently under construction and set to reopen Nov. 14, the AGO’s new facility, designed by architect Frank Gehry, includes a new entrance, two restaurants, a shop, film theatre, education centre and special events facility.
The AGO also recently unveiled a new logo designed by Toronto-based Bruce Mau. The new emblem uses white lettering shadowed by multiple typefaces in a wide spectrum of bold pop-art colours and a black square to frame the acronym, AGO.
The gallery has also hired Denneboom Media to handle media planning.
