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Introduction Germaine Greer (2001), the Australian feminist and social commentator, has stated that marketing is the real art form of the twentieth century, adding that it is a destructive art form. This type of art form has saturated every level of society and every human activity, to the point where the art form of the twentieth century has permeated through to art itself. As such, what Saatchi has done as an art collector, bringing marketing to art in such a way, has meant that he has brought art to the masses without devaluing it so much in front of the art critics. It is an obvious outcome. Saatchi is well known for being a guru in the advertising industry where one of his most famous campaigns (which he oversaw with his brother) was the promotion of the Conservative Party lead by Margaret Thatcher during the 1979 general election under the slogan "Labour isn't working". In his advertising ventures, he has always displayed artistic panache together with a strong competitive streak, with an unwavering belief in capitalism (Bickers, 1997).[…]Download