Contemporary Art In China Moves Further Into Mainstream As UCCA & Ogilvy Plan Creative Initiatives#
This week, the Ullens Center for Contemporary Art (UCCA) announced that it has appointed Ogilvy PR to develop communications initiatives to promote, popularize and raise awareness of Chinese art domestically and abroad. According toMedia Asia:
Ogilvy will also work with the nonprofit centre to engage in creative collaborations with brands to broaden audiences’ exposure to art.
“Since the launch of Ogilvy’s O Gallery six years ago, we have made it our mission to showcase and cultivate the talent of emerging Chinese artists in our very own office,” said Shenan Chuang, CEO of Ogilvy & Mather Group China. “This is a cause that is very near and dear to us and it is truly exciting to partner with an organisation that shares this mission.”
As interest by new collectors, the Chinese government, and the public in art continues to grow across mainland China, new art partnerships are pushing Chinese contemporary art further into the mainstream.
UCCA's decision to tap Ogilvy's expertise to promote contemporary art in China and abroad likely reflects the organization's observations on the growing ranks of Chinese art collectors, whose knowledge and understanding of historical contemporary artists may lag behind their desire to purchase more art at auction. This promotional initiative follows other recent initiatives by UCCA, including their partnership with Minsheng Bank's Minsheng Art Museum ( in which UCCA and Minsheng plan to cooperatively organize and promote Chinese contemporary art exhibitions and activities in China).
As promotional initiatives like that announced by Ogilvy and UCCA continue to gain strength and target the increasing number of individuals in China who are interested in learning more about -- or collecting -- contemporary photography or paintings, we should expect to see some interesting creative campaigns in coming months and years.