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Can an ad agency market opera as successfully as packaged goods or beer?
M&C Saatchi, London, hopes to answer that question when it launches an arts marketing division this month, chaired by partner David Kershaw. The shop will offer services on a project basis, an approach that Kershaw hopes will make the endeavor affordable to arts organizations and profitable for the agency.
Changes in British funding laws have put many institutions in the red. The arts “need more and broader audiences,” said Kershaw.
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