Sotheby’s has hired G3 - a start-up agency launched 16 months ago -
to sustain its challenge to Christie’s as Britain’s leading auction
The appointment of G3 is part of plans by the US-managed auction house
to extend its activities, which include the imminent launch of an online
G3 - established by three former directors of the Strattons agency -
landed the full-service assignment after a three-way pitch.
The hiring ends Sotheby’s previous arrangements in the UK, under which
the creative work was handled in-house with media being bought by Total
It also extends Sotheby’s relationship with G3, which began last year
when the agency won a project to rebrand the company’s country sale-room
at Billingshurst in Kent as Sotheby’s South.
Besides working on national, regional and specialist press advertising,
the agency will sit on Sotheby’s marketing committee, where it will
offer strategic and design advice.
Jennifer Conner, Sotheby’s European head of marketing, cited G3’s ’clear
understanding of our strategic marketing needs’ as the reason for the
Piers Bracher, G3’s client director, said: ’The battle between Sotheby’s
and Christie’s is as perpetual as the one between Pepsi and Coke. Our
task is to rationalise the marketing strategy and the visual
presentation of the brand, which has been very fragmented.’
The advertising is aimed at encouraging people to sell through Sotheby’s
and to publicise its activities, which range from multi-million pound
art auctions to sales of coins and stamps.