Singapore Art Museum picks new creative agency

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Singapore Art Museum (SAM), a contemporary art museum that focuses on art making and art thinking in Singapore, Southeast Asia and Asia, has appointed PROTOCOL to lead the development and implementation of its creative and social media strategy and campaigns.

This collaboration aims to expand SAM's digital presence, its engagement with a wider audience, and amplify its vision of enabling positive change through art, it said in a statement.

With the partnership, PROTOCOL will develop and manage a social media led creative strategy, designed to showcase SAM’s diverse art collections, exhibitions, and events.

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"We look forward to working with PROTOCOL to elevate SAM’s brand presence and affinity,” said Esther Conyard, director of marketing communications, visitor experience, and business development at SAM. “We believe that PROTOCOL's creative vision, innovative ideas, and strategic approach will enable us to connect more effectively with our audiences and spark greater interest in art of our times.”

“We are incredibly honored to be entrusted with Singapore Art Museum's creative and social media campaigns,” added Kelvin Kao, CEO of PROTOCOL.

“This partnership aligns perfectly with our agency's passion for the arts and our expertise in social media strategy and content creation. We are excited to bring SAM’s vibrant exhibitions and programmes to life on social media and to connect with art enthusiasts locally and globally,” he added.

The partnership between SAM and PROTOCOL is set to commence immediately, with initial campaigns focusing on current showcases such as Olafur Eliasson: Your curious journey and upcoming exhibitions.

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