Sotheby’s
A new era for a storied luxury auction house
Multi-platform Brand & Content Experience
Despite its status as a leading global brand, Sotheby’s operations were a patchwork of independent collecting categories, each operating as separate businesses. We were tapped by the new leadership to change this — to take a fresh approach to communicating its story and brand promise, and to engage its array of consumer audiences.
We began by creating a scalable content bureau, to unify the publishing approach across Sotheby’s worldwide and deliver a more personalized content experience for each customer.
From there, we helped develop pathways to engage new prospects, launching The Museum Network and creating fresh programs to connect with younger customers— all while knocking down barriers of access and misperception to achieve new momentum and results.
Grew digital into the top new customer engagement channel for the entire brand family.
Content Strategy
Created a new publishing operation and global digital content “bureau system” for digital content (NY, Paris, London, Hong Kong), including operational processes, a complete Editorial Toolkit, and a Content Creator’s Guide for staff.
Developed and led a series of summits with editorial thought leaders on key topics (headline writing, article content, clickbait, etc.) to both reframe the editorial team’s thinking and inspire new pathways for creating highly engaging content.
Digital Experience
Led and executed a strategic rebranding for Sothebys. This included the concept, creation and launch of full digital consumer experiences reflecting the new Sotheby’s brand for web and mobile audiences.
Brand Extensions
Leveraging Sotheby’s deep relationships with worldwide museum partners, launched “The Museum Network” as a way to engage new prospects.
Helped develop additional channels and pathways to connect with new, younger customers focusing on “gateway categories” such as Wine, Jewelry and Memorabilia.