The British Library has appointed Masius to promote a new facility designed to help entrepreneurs and small businesses develop and market new products.
It is the first time the library has appointed an advertising agency to promote its services.
The campaign, which will break in March next year, is being funded by a &£1m grant from the London Development Agency (MW August 11). The library has also appointed Total Media to handle the media planning and buying.
The library’s new Business and Intellectual Property Centre will officially launch in March next year, although a prototype service has already been set up, and Masius is preparing a campaign to run in London highlighting the services that the centre offers.
The centre will feature tools such as databases of patents, company information, financial news, market research findings and other information.
Jill Finney, strategic marketing and communications director at the library, says the aim is to appeal to entrepreneurs and small- and medium-sized businesses.
She adds the centre, which is free to use, is designed to help people develop ideas beyond the “back of the envelope” stage and to give them access to information without leaving them out of pocket.