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MFA Selects Connelly Partners

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BOSTON Connelly Partners said it has been hired by the Museum of Fine Arts here following a review of undisclosed agencies.

Estimated billings are $1-2 million.

Independent Connelly Partners in Boston said it would work with the MFA to develop a long-term strategic brand strategy to boost overall attendance and expand its current customer base. Interactive initiatives will be a major part of upcoming efforts.

"The MFA is a spectacular destination with so much to offer people of all interests. There's a great opportunity to tell people about everything from programs for school children and community open houses to beautiful new works of art," said agency CEO Steve Connelly.

"As we embark on building the new MFA, we want to work with an agency that can help us communicate the wide variety of artwork and programs we offer today and the excitement of what is to come," said MFA deputy director of communications Kim French.

The MFA has worked with various local shops in recent years, including Interpublic Group's Hill, Holliday, Connors, Cosmopulos here.

—Adweek staff report