The Dallas Museum of Art has retained latitude, an affiliate of The Richards Group, for a branding assignment.
The Dallas marketing and promotions shop edged local rivals Brain Chain, Launch Partnership and Fogarty Klein Monroe in a strategic and creative review that began six months ago. There was no incumbent. Billings are undisclosed.
Latitude will work with the museum to create a new brand identity and marketing campaign, which are expected to correspond with the institution's centennial in 2003.
"We picked latitude because we wanted a midsize firm with a strong client focus and an agency that has an excellent record of producing results," said Bonnie Pitman, the museum's deputy director.