Artcurial

Between 2014 and 2016, Flint delivered a retained two year strategic communications brief for the leading French auction house, Artcurial, to support the business’ pan-European expansion through an operational remit that focused on business development and corporate profile raising within UK and US markets. Drawing on significant sector-specific promotional experience gained through working with established auction brands including Sotheby’s, Christie’s and Bonhams, and collaborating closely with Artcurial’s in-house Marketing and Communications teams, an integrated, multi-channel promotional campaign was developed in order to position Artcurial as a challenger brand successfully disrupting the highly competitive international auction market.

Flint delivered a strategic, high-impact promotional campaign, securing wide-ranging brand positive press coverage across a broad media spectrum. Clear, coherent media messaging developed around Artcurial’s collector offering and dynamic business model was delivered through strategically placed interviews with Artcurial’s directors in key Business (Money Week), Art Market (Art + Auction) and National (Financial Times) publications. Drawing on highlights within Artcurial’s annual auction calendar, further interview and comment features were secured for the auction house’s Heads of Department and Specialists, accessing a range of target audiences across a broad media spectrum including Design (Monocle, ICON), Fine Art (The Art Newspaper, Apollo), Luxury (FT – How To Spend It, Telegraph Luxury), Investment (International New York Times, Hedge, Spear’s) and Lifestyle (Shortlist, Harper’s Bazaar, Sunday Times – Style magazine).

A rolling programme of press trips, one-to-one press briefings and journalist introductions was delivered by Flint throughout the campaign term, establishing productive relationships with key journalists and publications within the UK, US and Europe. Flint also researched, engaged and managed a portfolio of promotional partnerships for Artcurial with luxury brands (Fabergé) and cultural institutions (Institut Français du Royaume-Uni), which served to further develop the auction business’ collector network.

In the first six months of 2016, Flint’s campaign for Artcurial delivered 127 individual items of press coverage, including 10 print media corporate profiles, representing an AVE of €1,541,196 and an ROI of 96:1, with a year to date increase of +136% (National newspapers +76.5%, magazines +200%) within the print media press coverage.

Image Credit: Artcurial (detail), Courtesy of Artcurial