Dorten is initiator, founding member, brand developer and marketing agency for Independent Collectors, the first online community for collectors of contemporary art.
Christian, what were the benefits for Dorten of being founder and agency at the same time?
The biggest opportunity was to be able to start very early. We began with nothing at all, not only in terms of communication. We had to invent a completely new service including a new brand. This is a very interesting experience for any agency, also resulting in a better understanding for our clients’ situation.
How do you personally manage running Dorten and Independent Collectors?
It offers more opportunities than restrictions, to be honest. We were able to stick to a very tight course, being absolutely consistent in terms of strategy, brand development and marketing. Sometimes it’s a little tough because you end up negotiating with yourself, being both agency and client. It helps to be part of a team on both ends; it keeps things grounded.
What are the plans for IC, in marketing or otherwise?
The biggest challenge is the continuous development of the platform, which also needs to be paid for. We are currently looking for appropriate partners. We believe we are extremely interesting for international brands, which might not have the possibility to engage in classical advertising on a global scale.
