Artmark

Setting the standards of art auctions in CEE

Arts & Culture
Corporate reputation. Earned media.

Context:

As part of its market entry phase in Bulgaria, the auction house Artmark, the main cultural platform on the CEE market, needed a communication plan that would introduce the company to journalists and stakeholders, and localize the brand story for the new market.

Approach:

Pi2 implemented its Go-To-Market communication plan that combined competitor analysis, brand localisation, media relations and stakeholder engagement in order to build local awareness, establish credibility, and attract potential clients and buyers. The localizing process involved adapting the brand’s strategy, messaging, and operations to align with the cultural, social, and economic context of the new Bulgarian market.

Solutions:

We made use of our media relations tools to highlight Artmark’s expertise as well as the exceptional selection of artworks, including private collections and Bulgarian cultural values, to facilitate a solid initial positioning on the market and attract the interest of art collectors.

Results:

+ 300,000 euros of total sales in its Spring auction
+ 5 hours of bidding
+ 86.5% of sold lots, selling for + 140% of the medium estimate
+ 36 earned press articles for a single auction

“Pi2 was essential to our success in our early stages in Bulgaria. Their dedication and passion truly shone through in every aspect of their work. They helped us connect with journalists and other stakeholders and helped us make our second auction a huge success. We’re grateful for their unwavering support and the outstanding results they consistently deliver with such ease and enthusiasm.”