Sotheby’s looks to show itself as leader in art market with global TBWA campaign

Sotheby’s has sought to reaffirm itself as the world’s preeminent player in the art market in a global campaign created by TBWA\London.

Print executions will run regularly in the Financial Times, The New York Times and the South China Morning Post, while the campaign wil also run out-of-home placements and across digital platforms in Hong Kong, New York and London.

Alfredo Gangotena, chief marketing officer for Sotheby’s, commented: “We are very pleased to be working with a world class agency to bring our extraordinary brand to life. The remarkable masterworks being offered across numerous categories this season provided the perfect platform to launch a campaign.”

Peter Knowland, global brand leader at TBWA\London, added: “We have put Sotheby’s expert knowledge and passion for art at the heart of the campaign. Every execution is an invitation to encourage more people to discover the extraordinary world that is Sotheby’s.”

The campaign is the first from TBWA since winning the Sotheby’s account earlier in the year.

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