Sotheby's has handed Focus PR a brief to de-mystify the process of
buying at auction and to attract young, first-time clients.
The agency, which won the business after a three-way pitch, will work
for 12 months on a media relations campaign on behalf of the new
Sotheby's Olympia auction house, which opened last month.
Account director Rhian Pearson said: 'We have been asked to get
lifestyle and national features to explain to people that auctions are
not as frightening as some people think. We will be working to encourage
younger people in particular to go to auctions.'
Sotheby's Olympia communications director Jackie Coulter said: 'As a
brand we have a reputation for selling very expensive works of art but
there are also things for sale in the high hundreds. We want to spread
the word and get people to realise that what we sell are not just
ancient dustables'.
Coulter added that the agency was appointed as 'I suspect the main
challenge for the agency will be making people think of auctions as fun,
convenient, exciting and novel ways of buying things'.
The campaign will include Sotheby's Olympia running free Sunday
afternoon 'Expert Eye' talks for people keen to learn more about a
specific area of goods.
Among those being covered each Sunday are Silver, Japanese Art, Clocks,
Watches and rock'n'roll memorabilia.
The account will be run by agency MD Hilary Meacham. She reports to
Coulter and Sotheby's Olympia MD Paul Sumner.
