TBWA\Luxury Arts launches practice in China

TBWA\ has announced the launch of TBWA\Luxury Arts in China, a business unit dedicated to marketing luxury brands, based in Shanghai. TBWA\Luxury Arts provides global and local luxury brands with expertise on launching and growing their brands in China. TBWA\Luxury Arts will provide expertise in the luxury market, unique insights into high net worth individuals as well as strategic planning, advertising, events, retail, brand identity and all other realms of the luxury brand experience.

(From left to right) Ian Thubron, Group President of TBWA\Greater China; Natacha Dzikowski , Managing Director of TBWA\Luxury Arts; Richard Cotton, Head of TBWA\Luxury Arts, Shanghai\Greater China; Jeff Ma, Chief Marketing Officer of TBWA\Greater China.

TBWA\Luxury Arts, which was established in Paris in 2011, is the first global micro-network focusing on the fast-growing luxury sector. Shanghai joins similar offerings in Rio de Janeiro, Los Angeles, New York, Paris, London, Moscow and Tokyo.

TBWA\Luxury Arts Paris launched an epic Dior film featuring Charlize Theron mixing backstage with yesteryear’s divas Marilyn Monroe and Marlene Dietrich. In Shanghai, TBWA\ has produced iconic work for numerous luxury clients including Cartier, Coach, Dior, Estee Lauder, Martell, Porsche, Rolex and Royal Salute. Output to date includes the entire range of communications and brand experience disciplines.

Natascha Dzikowski, who heads the TBWA\Luxury Arts network after stints at Dior and Sephora says, “More than ever luxury is about entertainment and culture. Luxury brands need strong and powerful story telling to create memorable dreams and experiences. The mission of TBWA\Luxury Arts globally, is to tell those stories and bring those dreams to life.  “

Ian Thubron, President, TBWA\Greater China says, “TBWA\ is known for making bold and disruptive statements in the way it does business, and TBWA\Luxury Arts is another of those.  We have an enormous pool of knowledge and experience and talent in the luxury sector, and in TBWA\Luxury Arts we’ve gathered this up into a cohesive, global micro-network. It’s unique, it’s different, it’s collaborative – it’s another example of TBWA\ breaking the staid conventions of the agency world.”

Richard Cotton, Head of Luxury Arts, Shanghai\Greater China says, “Great luxury brands are rooted in heritage and are flourishing today through their creativity and innovation. China too is steeped in 5000 years of history yet is also reinventing itself. The fusion of Luxury and China is incredibly energising and with the launch of our TBWA\Luxury Arts practise we will harness that energy for our clients.”