DTC to Increase Advertising Support for Market This Year

The Diamond Trading Company, De Beers’ marketing arm, will boost its U.S. marketing budget by 17 percent over its proposed plan for 2006. The company declined to provide an exact number for its marketing budget, which has been its policy for the last several years. It all adds up to “probably the largest program we have ever run,” says Richard Lennox, director in charge of the DTC account at JWT, noting that the industry had to respond to “competition from things like iPods and plasma TVs.” The new budget will focus on four items, Lennox says: the “Past, Present, Future” campaign for three-stone rings, which JWT thinks still has some life in it; the diamond right-hand-ring campaign, including a repeat of last year’s designation of October as “right-hand-ring month”; the campaign for Christmas, which will have a new component based on “statement” (i.e., bigger)

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