It is the first time The Barbican has hired a dedicated marketing agency, as it looks to market its overall brand as well as the art forms and events it puts on.
WARL has been briefed to produce direct mail and web activity, and to improve the loyalty programme. WARL and its relationship marketing consultancy, i-Sight, were appointed by The Barbican's managing director, Sir John Tusa, and head of marketing Chris Denton, following a four-way pitch.
Denton joined the organisation two years ago from the Southbank Centre. He heads a marketing team of about 20 people, including heads of marketing for each of the venue's art forms.
The Barbican developed a new logo in 2001 but Denton said the venue has so far failed to communicate the identity to consumers. WARL will look to redress that situation.
Denton added that CRM is crucial to the arts venue and, following WARL's appointment, it must become more efficient in the way it uses its million-strong database.
WARL is also working on relaunching the organisation's website, which so far accounts for 20% of bookings. "We want to build on that and drive more business online," Denton said.
He is considering running brand advertising on the London Underground and is looking at potential straplines.
In June, The Barbican hired independent creative agency Neoco to develop its first online viral campaign for a summer show by Cirque Eloize. The French-Canadian troupe performed in August, combining circus, theatre and dance.
Neoco's campaign, entitled 'Escape with Cirque Eloize', played on the childhood dream of running away to join the circus. The digital work was The Barbican's first foray into viral marketing.
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