High Museum Switches Ad Tactics

ATLANTA The High Museum of Art has shifted its advertising account to Huey/Paprocki without a review, the client confirmed.

Previously, the Atlanta office of J. Walter Thompson had handled the business on a largely pro-bono basis.

But the nonprofit institution, a division of the Woodruff Arts Center here, is closing for two months while ground is broken for an expansion that will double the museum’s size, and wanted to move away from pro-bono advertising.

“Paying a retainer gives the museum more freedom to demand more of [the agency],” said Tom Rowland, director of marketing for the HMA. “When you’re in a pro-bono relationship, the agency has an interest but you’re down on the pecking order on their ability to respond.”

Rowland said the museum’s marketing budget fluctuates annually depending on the size of individual exhibits. Rowland intends to pull funds from each exhibit to use for overall image work.

He expects Huey/Paprocki, which created image and exhibit ads for the Atlanta History Museum, to develop a unifying brand for the High that will link separate campaigns.

“At the end of the year, we have six exhibits and six campaigns,” said Rowland. “I want there to be an element in each one that connects them all to the High.”

The agency’s first ads will focus on the museum’s Aug. 30 re-opening and two separate exhibitions of work by Ansel Adams and Edward Hopper.

Image work will be developed through 2005, when construction is completed.