Christie's | Company Profile, Marketing Contacts, Media Spend, Brands
Christie's is an internationally operated chain of auction houses which holds auctions for a multitude of categories.
|Main Telephone||020 7839 9060|
|Main Fax||020 7839 1611|
Christie's ContactsContacts (5/8)
|Marc S.||Chief Marketing Officer||London|
Sample of Associated Brands
|Rebecca G.||Marketing Director - Christie's Education||London|
|Sarah B.||Global Marketing Director||London|
|Elena G.||Marketing Manager - EMERI||London|
|Caroline K.||Global Marketing Manager - Postwar & Contemporary||London|
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Christie's restructures UK marketing team as competitive pressures grow
Subject: Online, Digital, Mobile, Sponsorship, Display, Video.
Company: Christie's is an internationally operated chain of auction houses which holds auctions for a multitude of categories.
Opportunity: The art seller promoted its senior marketing coordinator, Ms Vittoria Recchi, to global marketing manager over Impressionist & Modern Art this month. She is likely taking over Ms Sarah Briggs’ role, who was promoted last month to global marketing director of the EMERI region.
Also this month, Ms Caroline Koch was promoted to marketing manager for Post-War and Contemporary Art, from her international marketing manager position. In March, Ms Elena Gibson and Ms Kiri Cragin Folwell became Christie’s marketing managers over the same region, tasked with handling marketing activity for exhibitions and eCommerce. Ms Gibson was previously the marketing account manager, which Ms Heather Bijman is currently. Ms Folwell was previously the senior marketing coordinator.
Last Dec., Chairman Patricia Barbizet took on the CEO role, a year after Christie's hired Marc Sands to fill the role of chief marketing officer to grow the brand internationally.
Keep in mind that Christie’s will be celebrating its 250th birthday in 2016, but is pressured to stay modern and appeal to a younger demographic, something that competitors have been a little better at. Online/digital direct response and sponsorship spending should rise as it looks to engage new and younger affluent customers.
Digital Breakdown: Christie’s has run 179 standard (21 high impact, 2% mobile) ads this year across 1,459 publishers. Of those ads run, 93% were published via programmatic, such as an ad exchange, ad server or agency trading desk. While this activity is roughly 240% MORE than the same period in 2014 and mostly driven by more recent activity, rival Sotheby’s has matched that with a much higher amount of mobile, high impact and video ads this year.
Key destinations this year for Christie’s have been elle.com, boredpanda.com, dragoart.com, harpersbazaar.co.uk, wsj.com, bloomberg.com. Sotheby’s has worked around this digital presence by showing up on thisiscolossal.com, postandcourier.com, chicagotribune.com and running video ads on bloomberg.com.
Competition: Invaluable (formerly Artfact) recently hired a new VP of Europe, three months after hiring Richard Whittle as its director of marketing for Europe and one month after Carly Harris-Sutcliffe joined as an account manager for the UK and Ireland.
‘On the Brink' account). Sotheby's digital presence had lagged behind Christie's, but according to Moat, this has shifted. In the first half of 2015, Sotheby's enjoyed 61.9% SOV, while Christie's only commands 38.1% (across all publishers). Also to note, is Christie’s and Sotheby’s have been engaged in price wars for decades, but Christie’s currently holds more market share. Both are looking to make it big in the China art market, but face pre-existing local companies such as China Guardian and Poly International.
Media Spend: According to Nielsen, Christie’s may be increasing its marketing spend this year after a 48% decline year over year in 2014. So far this year, Christie’s increased Q2 spend by 21% over 2014. Nielsen only tracks internet, outdoor and press and the company spent half a million in 2013, 5% more than 2012.
Agency Roster: Bartle Bogle Hegarty London has handled creative in the past.
8 King Street St. James's London, SW1Y 6QT, +44 (0)20 7839 9060
Ms Vittoria Recchi
Global Marketing Manager, Impressionist & Modern Art
Ms Sarah Briggs
Global Marketing Director (EMERI)
Ms Elena Gibson
Marketing Manager EMERI
Ms Caroline Koch
Marketing Manager, Post-War and Contemporary Art
Ms Rebecca Gibson
Director of Marketing, Christie’s Education