San Francisco Museum of Modern Art

75th Anniversary & Expansion Campaign Launch

Dates

2009 – 2010

Location

San Francisco

What we did

Plan

Produce

Engage


Prior to the founding of ArtRise Projects, 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.

PROJECT TEAM


SFMOMA

Neal Benezra, Director

Ruth Berson, Deputy Director, Curatorial Affairs

Marnie Burke de Guzman, Director of
Marketing and Audience Strategy

Chad Coerver, Director of Publications

Ikuko Satoda, Deputy Director, Administration
and Finance

Charles Schwab, Chair, Board of Trustees

Dominic Willsdon, Leanne and George Roberts
Curator of Education and Public Programs

Blair Winn, Development Director

 

 

PRESS COVERAGE


NEW YORK TIMES

Private Collection Becomes Very Public

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 image: 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, 2010. Image: SFMOMA.
Middle left: In this 2010 ad, San Francisco garden designer and nurserywoman Flora Grubb is paired with Richard Diebenkorn’s painting Cityscape I (1963). Image: SFMOMA.
Middle right: The Flora Grubb ad is shown as installed in the Montgomery BART station, 2010. Photo: SFMOMA.
Bottom left: In celebration of SFMOMA’s 75th anniversary in 2010, 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 pictured here, Bay Area GAP stores. Photo: SFMOMA.
Bottom right: In this 2010 ad, Bay Area cellist Zoe Keating regards Clifford Still’s painting PH-968 (1951-1952). Photo: SFMOMA.