Sands stresses that, contrary to the perception that their client base is "ancient, moneyed and about to kick the bucket", the auction house's clients "range from in their 20s through to old age. So it's a very broad audience and we are having to operate different marketing strategies for different constituencies.
Christie's marketing campaigns can vary from completely digital to a 60 percent to 70 percent mix of traditional, analog, sales methods.
And in China, social media is leading the way when it comes to client interaction. Marc Sands says WeChat "is the single biggest means of engaging with our clients in China. They engage at very light touch through to very profound touch and ultimately purchase they can do entirely through WeChat.
"So some of our marketing modules in mainland China are entirely WeChat-based and that is drawn by the fact that, as a platform, it is widely used. The money in China is mainly going into digital engagement. That is very sophisticated."
Sands adds that because of the prominence of WeChat in China, Christie's is forgoing print and catalogs in the country. A vastly different approach to other parts of the world, like Europe or the U.S. where print is often still the dominant form of marketing.