ASIA-PACIFIC – SHANGHAI, CHINA, MAY 15, 2012: TBWA opens its Shanghai-based business unit targeting marketing luxury brands called Luxury Arts.
TBWALuxury Arts, established in Paris in 2011, aims to 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.
Said to be the first global micro-network to focus on the luxury sector, TBWALuxury 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 TBWALuxury Arts network, “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 TBWALuxury Arts globally, is to tell those stories and bring those dreams to life."
TBWA is known for making bold and disruptive statements in the way it does business, and TBWALuxury Arts is another of those. We have an enormous pool of knowledge and experience and talent in the luxury sector, and in TBWALuxury 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," says Ian Thubron, President, TBWAGreater China.
