UpFront

DE BEERS SEES OPPORTUNITY IN SWITCH TO JWT AGENCY De Beers hopes for a seamless transition and new opportunities for jewelers in its decision to switch its U.S. advertising and promotion account from N.W. Ayer & Partners to J. Walter Thompson. Nonetheless, the decision, announced in September and effective Jan. 1, could put a new face on the relationship between De Beers and jewelers in the U.S. Jewelers know De Beers largely through Diamond Promotion Service field representatives who visit their stores, DPS trainers who conduct seminars and, to a lesser extent, Diamond Information Center employees who provide public relations support. But N.W. Ayer created and operates both of those agencies, and the future involvement of their employees in the industry was uncertain at press time. Dorothy Marcus, a senior partner and director of corporate communications at JWT in New York, de
JCK PRO

This content is exclusive to JCK Pro subscribers. Subscribe now to access this and much more with discount code GOPRO21 for $199 for an entire year of access (reg. $249).

SUBSCRIBE TO CONTINUE

Already a JCK Pro? Log in

A JCK Pro subscription is your all-access pass to people and resources on the
cutting edge of the retail jewelry industry, from the industry authority you
know and trust

Learn about the Perks of JCK Pro

Log Out

Are you sure you want to log out?

CancelLog out