ROYAL ONTARIO MUSEUM HIRES SPENCER FRANCEY PETERS
By Adnews Staff
The Royal Ontario Museum in Toronto has named Spencer Francey Peters Inc., also of Toronto, its branding agency. The firm won the business in a competitive bid among 22 agencies. "Spencer Francey Peters impressed our selection committee with their experience and their proposed approach to the assignment," said the museum's vice-president of marketing and commercial development Joel Peters. "They have experience with other clients who are similar to the ROM with an array of international shareholders. With these clients SFP has demonstrated that their approach works and leads to outstanding results." The ROM is currently undertaking a plan to make the museum into a "star cultural attraction" with new galleries and programs. SFP's assignment is to create a branding initiative to go along with that plan. The agency will begin by developing a position statement for the museum. It will then review the ROM's logo and come up with a visual identity strategy. The new brand identity, it is hoped, will project an image of quality, excitement, diversity and discovery that will increase museum attendance.