It was announced yesterday that TBWA has been appointed as the global strategic and creative agency partner for Sotheby's, the fine art auctions and private sales corporation based in New York. The agency's London office will be leading the account, which makes sense considering the office has spent the last two months working on a project basis with Sotheby's. The appointment is effective immediately, and this prestigious addition to their client roster adds to TBWA\London's constantly evolving expertise in the luxury and fine arts sector. The agency won the business without a pitch.
TBW\London will be leading the account, which makes perfect sense considering the office has spent the last two months working on a project basis with Sotheby's
Sotheby's is a company with a rich history (it is officially the oldest company listed on the New York Stock Exchange) that reaches all the way back to 1744, when Sotheby's predecessor, Baker and Leigh was founded in London. Sotheby's has grown over the ensuing centuries to become a pioneering art business, operating 90 offices stationed in 40 countries, with principal salesrooms located in New York, London, Paris, Geneva and Hong Kong. Whilst it began life as an auction house, Sotheby's has expanded its focus to included private gallery sales, art-related financing, fine wines and diamonds, and global education offerings.
Alfredo Gangotena, chief marketing officer at Sotheby's, believes that TBWA is an ideal partner for the firm as they take the company “To the next level”, given their “World-class creative credentials and their experience in building iconic global brands.” These global brands include such giants as Apple, Nissan and Energizer. Gangotena says that Sotheby's is a vibrant worldwide art business that unites the collectors with the artwork they treasure,” and is excited to see how TBWA\London will “Illustrate that Sotheby's embodies the passion for the exquisite."
Media spending on the campaign has been estimated at only between $15 million and $20 million, but the association with Sotheby's is the real coup here for the agency
TBWA will produce a global brand campaign for the firm, as well as various marketing and advertising activities, which will support key auctions. Media spending on the campaign has been estimated at between $15 million and $20 million, which might not seem like a significant amount, but the association with Sotheby's is the real coup here. TBWA\London's CEO, Rich Stainer is delighted to add the renowned brand to the TBWA roster. He sees Sotheby's as “An iconic brand with an incredible legacy and brand equity,” and is “Looking forward to working with them to help enrich that legacy and extend that equity into the future."
Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK. The only time he ever attended an auction, he walked away with a 20 year old bottle of Glenmorangie for under a tenner, obviously beginner's luck.