With a bold view to take advantage of the continued buoyancy of the international art market, Christie’s needed to ensure that its communications and marketing were as forward-facing as its growth strategy. They asked Sermelo to audit its communications function.
After almost 50 interviews with key internal and external stakeholders and an extensive analysis of the present and future needs of Christie’s business functions, Sermelo presented its findings to the client. The analysis also included a benchmarking comparison with how competitors have faced the challenges of the evolving business landscape.
Offering real return on investment for Christie’s, Sermelo could reveal that 30% of the communications team’s activities were no longer necessary for the business’s current and future needs. In conversation with the client, Sermelo overhauled the communications strategy and team structure, showing how the new, strategically focused organisational structure could help with customer acquisition, all the while ensuring support for the changes from internal stakeholders.
"Sermelo helped us understand how to align our communications to better serve Christie's overall business needs. We now have a plan that optimises our resources and helps us deliver value to the company."
Richard Bagnall-Smith, Chief Marketing Officer, Christie’s International