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DPA Hires Creative Agency to Make Diamonds Appeal to Millennials
Nov 22, 2015 4:42 AM
By Rapaport News
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RAPAPORT... The Diamond Producers Association (DPA) has hired a New York
creative agency to work with it on kick-starting the appeal of diamonds to
young people.
The DPA, a consortium of miners including ALROSA, De Beers
and Rio Tinto, has appointed Mother New York help identify "how the unique
promise of diamonds can connect with a new generation," the organization
said in a statement November 18.
The move follows DPA’s appointment
of Sally Morrison as managing director of marketing in October with
responsibility for all of the organization's marketing activities, including
the appointment of an agency partner.
"The appointment of Mother New York is the next step in
building world-class marketing capabilities to support the DPA’s mission of
growing long-term demand for diamonds," DPA chairman Jean-Marc Lieberherr
said. "Over the next few months, the DPA will work closely with Mother New
York to develop a powerful marketing strategy."
ALROSA vice president Andrey Polyakov, a member of the DPA's
board, said the group was impressed by the "innovative and impactful work
[Mother New York has] produced for important lifestyle brands that matter to
millennials."
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Tags:
advertizing, diamond demand, Diamond Producers Association, marketing, Mother New York, Rapaport News, u.s.
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