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As it embarks on a major renovation, the High Museum of Art in Atlanta wants to get more attention from its ad agency. So it has dropped its pro-bono relationship with J. Walter Thompson and put Huey/Paprocki on retainer.
The museum will use a portion of each exhibition budget to pay the Atlanta agency. Those budgets are funded by sponsorship grants of up to $2 million per exhibition.
“When you’re in a pro-bono relationship, you’re down on the pecking order,” said Tom Rowland, client manager of marketing and communications.
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