Frieze is a fantastic addition to the international art scene and has helped reinforce London as a hotbed for contemporary art. It made an instant impression when it was launched and built its reputation further in 2004.
Idea Generation has done a good job of securing media coverage for the fair and offered exceptional value for money. What nobody knows is what the press reception might have been anyway, because the event has all the key ingredients: internationally renowned artists and galleries (with their own effective PR machines), as well as high-profile founders. The fair had no direct competition because there is no comparable high-end contemporary art fair in the UK.
With such a fantastic client 'product' and so much creative material at the agency's disposal it would have been good to see this come through more in the media approach and story angles. But, achieving 150 listings is good and key to building visitor numbers.
More could have been made of the press office which was uninviting, and there was no sense at the event of the amount and quality of coverage generated. This felt like a missed opportunity.
Keeping an annual event newsworthy and generating new angles year-on-year will be the real test for Frieze's PR agency.