75th Anniversary & Expansion Campaign Launch, 2009–2010

San Francisco Museum of Modern Art

What we did: Engagement | Planning | Production

As a member of SFMOMA’s executive management team, Marnie Burke de Guzman led strategic communications, marketing, and program and content development efforts for SFMOMA’s 75th anniversary celebration, as well as for the launch of the museum’s $550 million building and collection expansion project and partnership with the Doris and Donald Fisher Collection of contemporary art. Anniversary exhibitions and programs drew more than 650,000 visitors and $13 million in earned revenue, a significant portion of the museum’s annual $29 million annual budget.  As director of marketing and audience strategy, Burke de Guzman oversaw the marketing, public relations, editorial, and visitor services departments.


Image Credits

  • For the San Francisco Museum of Modern Art’s 75th anniversary, museum staff worked with ad agency Butler, Shine, Stern & Partners to develop the MUSE campaign, a comprehensive, yearlong audience engagement effort.
  • Top: Local luminary Peaches Christ (the stage name for cult performer and filmmaker Joshua Grannell) is pictured with his favorite work in the museum’s collection, Jeff Koons’s 1988 sculpture Michael Jackson and Bubbles. Courtesy SFMOMA.
  • Middle: In this ad, San Francisco garden designer and nurserywoman Flora Grubb is paired with Richard Diebenkorn’s painting Cityscape I (1963). Courtesy SFMOMA.
  • Bottom left: The ad is shown as installed in the Montgomery BART station.
  • Bottom right: In celebration of SFMOMA’s 75th anniversary, Gap collaborated with the museum to introduce a unique line of limited-edition artist-designed T-shirts by nine well-known artists who are connected to the Bay Area, including Rosana Castrillo Díaz, Simon Evans, Chris Johanson, Kerry James Marshall, Barry McGee, Ed Ruscha, Leslie Shows, and Larry Sultan and Mike Mandel. The t-shirts were sold at the museum’s on-site and SFO Stores, and, as picture here, Bay Area GAP stores. Photo courtesy SFMOMA.