Grey New York is the Whitney Museum of American Art’s global ad agency, following a review.
There was no incumbent agency, although Grey’s WPP corporate sibling Ogilvy & Mather used to do work for the New York City contemporary art institution.
The agency has been given responsibility for creative advertising, brand strategy and media duties using television, print and out of home as well as digital, social and activation marketing. Grey has already developed a hashtag #AmericanArtIs, which is being used on all of the Whitney’s marketing materials.
Grey’s first work for the museum’s signature Whitney Biennial launches this week, with the exhibition running until May 25th. It is the last Biennial to be shown in the museum’s current Madison Avenue space before the Whitney moves downtown.
Part of the museum's mandate to Grey is to develop a global campaign to broaden awareness and buzz around the Whitney’s opening in the Meatpacking District in the spring of 2015.