V&A East Museum Media Buying

We are launching our new museum in east London on April 18, 2026. The launch of V&A East Museum is a pivotal moment for the V&A. It presents a unique opportunity to attract both existing and entirely new audiences. We needed a holistic media strategy that will not only attract entirely new audiences but also span the launch of the Museum and its inaugural temporary exhibition - The Music is Black: A British Story. In order to reach these new audiences who wouldn't normally consider going to a Museum, we needed a bespoke media campaign that would show up unlike any campaign the target audience will have experienced from a museum. For this campaign, we opted to use Manning Gottlieb OMD (a division of OMD Group Limited) as the provider of Media Services under CCS framework agreement RM6123. We chose this framework as it offered a compliant and speedy route to market with a single supplier that had an excellent reputation, and our initial conversation with them showed that they could meet their brief. Despite our intention to use the CCS framework, it has since emerged that this is not feasible for the reasons set out in the associated transparency notice.