Martin Barden realises that an old model works, where everyone is always clamouring for new forms. As marketing boss of the Tate museums in London, he created a large network of friends. So that museum has more than 100,000 members. people who feel part of the club, and whom you need to pamper.
Fortunately, only a few dozen turn up for the general membership meeting.
This is an interview in the series we are conducting with marketing and web agency wecross made at the Congres Podiumkunsten, late May 2012. Other episodes can be found here.
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