The article states he was using more than just the "did you know section" (see below) to promote his client. And given his position, I'd be pretty surprised if he didn't realise what his writing was doing on the front page.

"Roger Bamkin ... appeared to be using Wikipedia's main page "Did You Know" feature and the resources of Wikipedia's GLAM WikiProject (Galleries, Libraries, Archives and Museums) initiative to pimp his client's project."