This is how it’s done.

Written By Ruth Hartt

Hatch created a campaign for the Peabody Essex Museum and it is absolutely next level.

I am gobsmacked.

Finally—an arts organization partnering with an agency that really GETS how to craft a compelling and relevant value proposition.

This is clear and category-defining differentiation in action.

They're not competing with other museums.
They're competing with The Algorithm.
And they're giving people a reason to care about museums again.

PEM isn’t selling exhibits—it’s offering an ANTIDOTE.
This is how you create a whole new category of value.

See the whole campaign here.

Ready to create your own category of value?

Get the playbook specifically designed for arts leaders.

Ruth Hartt

Ruth is an opera singer who swapped the stage for the world of business innovation. Now she helps arts and culture organizations ignite radical growth by championing a radically customer-first audience engagement model.

Blending deep arts and nonprofit experience with eight years as Chief of Staff at the Clayton Christensen Institute—a globally recognized authority on business and social transformation—Ruth equips arts leaders to redefine relevance, expand audiences, and unlock new demand.

A frequent speaker at industry conferences and dual-certified in digital marketing strategy, Ruth is leading a movement to grow arts audiences by aligning strategy with the needs of today’s consumer—future proofing the sector with a business model that’s built for today’s digital world.

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