July 29, 2014 at 6:12 pm

DIA hires Leo Burnett for next ad campaign

Detroit — After a challenging year with Detroit’s bankruptcy, the Detroit Institute of Arts seems to be reaching for the big guns: The museum has just hired ad giant Leo Burnett Detroit to handle its next branding campaign.

“Leo Burnett will be our agency of record,” said DIA spokeswoman Pam Marcil, who notes that it’s long been standard practice to engage an ad firm for rebranding as well as major exhibitions. She added she doesn’t know what the thrust of the new campaign might be.

Ann Arbor’s Perich agency helped the museum develop their current campaign, the hugely popular “Let Yourself Go” pitch, with its cartoon characters drawn from great works of art.

mhodges@detroitnews.com