Sotheby's
Multi-Platform Brand & Content Experience
A new era for a storied luxury auction house
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.
Rebooting a legacy brand through content
Transformed global publishing operation
Developed a new publishing operation and global digital content “bureau system” for digital content including a complete Editorial Toolkit, and a Content Creator’s Guide for staff. Created and led a series of summits with editorial thought leaders on key topics to inspire new pathways for highly engaging content.
Established new top customer engagement channel
Led and executed a strategic rebranding for Sotheby’s. This included the concept, creation, and launch of full digital consumer experiences reflecting the new Sotheby’s brand for web and mobile audiences. Helped develop additional channels and pathways to connect with new, younger customers focusing on “gateway categories” such as Wine, Jewelry, and Memorabilia.
Participating cultural institutions
Leveraging Sotheby’s deep relationships with worldwide museum partners, launched The Museum Network to engage new prospects, and make it easy for them to discover collection highlights, exhibitions, and behind-the-scenes content from museums across the globe. The Network has grown from 300 to over 2,000 institutions over the last 6 years.
Work
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