Case Study
‘Known Unknowns’ by Charles Saatchi, Booth Clibbon Editions

In 2014 Flint received a project management brief from Charles Saatchi relating to the promotion of a forthcoming publication by the high-profile art collector and gallery owner.  Flint’s wide-ranging responsibilities included appointing a new book distributor to support the client’s existing publishing team, sourcing and briefing an external design agency to develop the creative concepts that would inform a multi-channel media plan comprising both above and below-the-line advertising activity, managing a significant marketing budget for outdoor, London Underground and digital media buying, and integrating a comprehensive literary promotions campaign comprising both b2b and b2c media engagement activity and targeted retailer promotions.

Flint represented Charles Saatchi directly in all aspects of the campaign, ensuring that the client’s brand guidelines were adhered to by all suppliers and stakeholders, making sure that work was produced at the required quality and delivered on time and within budget, and liaising continually with the client’s in-house team to ensure that all of the project’s promotional objectives were met.

Extensive press coverage was secured around the book’s publication, with news items, illustrated features and image galleries running on media platforms ranging from the Daily Telegraph, Vanity Fair and Esquire to The Art Newspaper, RA Magazine and Wallpaper.  The media engagement activity was supported by an impactful advertising campaign comprising bus T-sides and 6 and 16 sheet London Underground poster sites.  Integrated digital marketing activity was delivered through Amazon.co.uk and a national retail promotion, with branded marketing collateral including posters, bookmarks, tote bags and window displays, targeted both independent and chain booksellers as well as wholesalers.

Following the conclusion of the promotional campaign, Flint was retained by the client to manage a further market research and print media advertising campaign relating to the 30 year anniversary of the Saatchi Gallery.

 

Image Credit: ‘Known Unknowns’ by Charles Saatchi (detail), Courtesy of Booth Clibborn Editions

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