De Beers, the diamond company, has appointed Havas Media Group as its global media agency following a tender.
Havas already managed the media business of De Beers Jewelers, one of the company’s two brands. This appointment extends its reach to its second brand, De Beers Forevermark, which was previously owned by Mindshare. Mindshare declined to feature.
The media business will be managed by the international luxury unit of Havas Media Group UK, which also manages Hermès, Credit Suisse and Fabergé.
The partnership will seek to clarify its communications regarding both De Beers Jewelers and De Beers Forevermark. Havas will also support De Beers’ ‘Build Forever’ sustainability commitment with its own ‘Meaningful Media’ sustainability marketplace, which enables brands to invest in ethical media and reach audiences interested in sustainability. .
Colby Shergalis, senior vice president of brand marketing at De Beers, headquartered in London, said: “We are extremely pleased to have Havas Media Group by our side as we make the transition to support the transformation of the De Beers brand. We look forward to jointly developing an integrated media strategy to support our very exciting vision for the future of De Beers. »
Patrick Affleck, Managing Director of Havas Media Group UK & Ireland, added: “This is a major win for Havas Media Group, and demonstrates our enhanced international capabilities following the integration of Havas International in the UK. earlier this year. We look forward to partnering with De Beers to make a meaningful difference as they embark on their transformation journey. »
