FITZ & CO was retained by the Museum of Contemporary Art, Los Angeles (MOCA) to develop and implement a strategic media relations campaign for the Museum’s annual November galas.

In 2009, the MOCA NEW 30th Anniversary Gala featured a once-in-a-lifetime performance by Italian artist Francesco Vezzoli, pop star Lady Gaga and dancers from the Bolshoi Ballet. In collaboration with the MOCA team, FITZ & CO played an instrumental role in the influential public relations campaign for the star-studded event, performance and exhibition. Our proactive outreach to key members of the art media and social press to promote the Gala’s one-night-only performance, alongside the Museum’s anniversary exhibition and post-gala benefit auction, FITZ & CO’s strong public relations efforts played a vital role in helping MOCA raise a record-breaking $4 million dollars in support of the Museum.

In 2010, FITZ & CO collaborated with MOCA LA, under the leadership of new Director Jeffrey Deitch, on The Artist’s Museum Happening, a celebratory gala envisioned by Los Angeles artist Doug Aitken. The gala raised more than $3.2 million for the museum and was attended by over 900 artists, celebrities and international collectors. From pre-coverage, to red carpet arrivals, to post-event social and critical artworld coverage MOCA’s gala once again achieved valuable impressions in major media outlets.

Most recently, FITZ & CO worked with MOCA LA on the 2011 Gala, An Artist's Life Manifesto , a special gala envisioned by renowned performance artist Marina Abramović, who served as artistic director, with musical performances by music and pop culture icon Deborah Harry.