Giving The Met a Strategy to Match Its Scale

The Situation

The Metropolitan Museum of Art required a unified, forward-looking communications strategy that matched its scale and ambition as the nation’s largest cultural institution. Leadership wanted a clearer story about The Met’s vision, impact, and evolving role in the world, and a disciplined plan to tell that story across every platform.​

What We Found

We started with research, not assumptions. We conducted a detailed media audit and interviewed stakeholders across the museum to understand how The Met was being covered, how leadership was communicating, and where key messages were getting lost. We saw an institution with extraordinary strengths, but messages that were sometimes fragmented, reactive, and overly dependent on a narrow set of media channels.​

How We Moved

We built a strategic communications plan that sharpened the museum’s core narrative, clarified communications roles for leadership, and created a proactive media roadmap that stretched from culture pages to business, technology, national news, and radio outlets. We backed it with a concrete calendar, story concepts, and briefings so leaders could speak with confidence and consistency about The Met’s vision and work.​