The agency has been briefed to raise the initiative's profile and increase audiences by encouraging artists to put themselves forward to take part.

Activity will also include educating the "everyday consumer" to understand how art can be as accessible as they want it to be, and that everyone can be an art collector.

The team will target all premier titles across UK media, with an aim to move towards global press.

The account will be led by Paper's co-founders, Mercedes Simpson and Sarwah Mhanna, and the team will report to Lauren Jones, co-founder of Art Barter.

Lauren said: "We are really excited to be working with two like-minded, intelligent and enthusiastic young women. We implicitly trust in their abilities and strategies and look forward to a long and prosperous collaboration with Paper PR."