The Victoria & Albert Museum has handed its advertising account to independent agency Broadway – the first time the museum has retained an agency for its account.
Broadway landed the account following a six-way pitch against Publicis, Pulse, Dewynters, The AGA Group and Hare Carding. Doner Cardwell Hawkins dropped out of the contest before the final round of pitches. The AGA Group was the last agency to work for the V&A on a project basis.
The account includes media planning and buying, as well as creative work, and is seen as a prestigious win. Broadway’s first task will be to launch the V&A’s autumn exhibition, Brand New, an examination of brands and consumer culture. The exhibition opens on October 19 and runs until January 14, 2001. The launch campaign is expected to focus on outdoor advertising.
Broadway account director Sidney Lee says: “I think we got the strategy and planning spot on. We put a lot of research into that aspect of the business, as well as producing outstanding creative work.”
Broadway’s other clients include car manufacturer Vauxhall, airline El Al and several tourist attractions, including Woburn Safari Park.