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.