Platinum Marketing Goes Global

The Platinum Guild International (PGI), the London-based marketing arm for the worldwide platinum industry, this year launches its global branding initiative, "our most significant single project" in 2003, says James Courage, PGI chief executive officer. Details won't be unveiled to the trade press until May, but Courage recently took time from the project to discuss it with JCK. "Hitherto a lot of PGI programs around the world have operated according to local market needs," he explains. "But research shows there's a lot in common threading through all those markets. Since this is a much more global market overall, with consumers traveling from market to market and other links as well between markets, it's better to draw our programs together under one brand umbrella." PGI's new program is built on extensive research, including consumer focus groups, conducted during 2001 in PGI's se

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