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London Art Week puts House PR and W in the frame

Warren Johnson of W and Ginny Paton of House PR.

London Art Week has retained House PR to handle its communications, as the increasingly influential twice-yearly event gears up for a pivotal twelve months. House PR's appointment follows a pitch in which it was supported by its new parent, W – the first time the two agencies have won an account together.

House PR will have a wide-ranging brief to support London Art Week’s summer and winter events with a consumer PR campaign designed to both build London Art Week's profile and drive gallery sales. W, which acquired a controlling stake in House PR in autumn 2016, collaborated with House PR throughout the tender process to devise media relations and influencer strategies.

Established in 2001, London Art Week has grown to encompass more than 50 of the capital’s most notable private galleries and auction houses. Already a firm fixture in the cultural calendar, the London Art Week team appointed House PR and W to elevate awareness of the events through an integrated communications campaign encompassing sponsorship and creative activations, alongside special events and media relations.

Crispian Riley-Smith, chief executive of London Art Week, said: “London Art Week has grown from strength to strength since it began as Master Drawings Week in 2001. Already well established within the art community, we are looking forward to working with House PR on a creative campaign to bring London Art Week to an even wider audience.”

Ginny Paton, managing director of House PR, said: “London Art Week showcases a fantastic array of art in many of St James’s and Mayfair’s most celebrated galleries. The two events provide opportunities for everyone – from untrained consumers to revered museum directors – to immerse themselves in these fantastic works and artefacts. We’re looking forward to elevating London Art Week even further into mainstream media.”

Launching on 30 June 2017, London Art Week will welcome guests from across the globe to experience works dating from antiquity to the 20th century. In addition to the traditional summer showcase, London Art Week will also host its first winter event in December 2017, with further details to follow later in the year.

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Michael Feeley

Michael Feeley is The Drum Network's consultant journalist, advising and assisting member agencies on their editorial submissions and contributions to The Drum.

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