Auction Houses: New Deals, New Marketing
Art & Business | The exploding sales market at auction houses has resulted in the development of international marketing and communications strategies such as new concept creation and the shake-up of databases and customer relationship management (CRM) in the houses. The auction house of today is seeking to transmute into a brand.
The current challenge of auction houses is to embody a brand and a cultural-event centre in an effort to become a media-brand and content producer.
Christie’s, Sotheby’s and Artcurial structure the French market, particularly in the high-range sector, while combining communications initiatives. Artcurial has opted for a multidisciplinary approach as per Christie’s, leaning on its Parisian roots and making its private mansion house a living space (book shop, co-branded exhibition, Italian restaurant, etc.). Christie’s and […]
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