Art Scoping
Art Scoping features protagonists in the fields of art, architecture, design, publishing, art law, public policy, and culture generally. We ask how arts leaders cope with change, what keeps them up at night, and what gets them out of bed.
Art Scoping
Episode 39: Brad W. Brinegar
Many museums have emulated commercial attractions over the last generation—and now find themselves struggling back to life during the pandemic with reduced buzz, attendance, and contributions. For solutions we go to the source: a top advertising expert, Brad Brinegar, Chairman of McKinney, to help get their messaging aligned with these exceptional circumstances. He is predictably averse to thinking of museums as commercial preserves, and instead prescribes clever ways of reaching audiences, drawing on his studies in anthropology, as well as sharing wisdom about how empathy motivates consumer behavior. We cover effective advertising, including the Sherwin-Williams Emerald Paint campaign, how McKinney is going about achieving greater diversity in his sector, tv spots that went viral on the web, why art and art history can’t catch a break on television, how streaming services are challenging his field, and along the way remember shared experiences at the Jack-O-Lantern, Dartmouth’s humor magazine, whose alumni range from Theodor Seuss Geisel to Budd Schulberg, Buck Henry, Robert Reich, and Mindy Kaling.