M&C Saatchi Adds Getty Museum

LOS ANGELES Independent M&C Saatchi has won creative and media duties for the Getty Museum here following a review, according to the agency.

“One of our namesakes, Charles Saatchi, is synonymous with art, not just advertising,” said Huw Griffith, agency president and CEO. “In this case it’s a happy coincidence, but working for the Getty everyday will be a great opportunity to express our interest in art.”

The shop is tasked with promoting specific exhibits, driving customer traffic, increasing the diversity of museum attendance and elevating the Getty brand overall.

“It’s an iconic destination and attraction for us here, but also a global attraction,” Griffith said. “Our role is to maintain a position of a place you must go regularly.”

A poster developed for the pitch will be used in marketing efforts. It employs a tabloid-style headline (“Rampaging Pig Tramples Man as Caped Hero Delivers Death Blow!”) to describe a baroque-era Rubens painting. The tagline is “Where art lives,” though Griffith said the agency has not committed to using that as Getty’s slogan moving forward.

The incumbent was independent LaPlaca Cohen in New York. It could not immediately be determined if that shop participated in the review, and other contenders were not disclosed. Spending is likely in the low seven-figure range.

The J. Paul Getty Trust operates the museum, as well as the Getty Research Institute, the Getty Conservations Institute and the Getty Foundation. In addition, the trust runs two other local museums: the Getty Center in Los Angeles and the Getty Villa in Malibu.

Santa Monica, Calif.-based M&C Saatchi is on something of a roll, having won the $30 million Petco business last month and also recently adding assignments from Network Omni Multilingual Communications and City National Bank. Other agency clients include Crystal Cruises, the San Diego Zoo and Ketel One.