De Beers, the world’s leading diamond company, has appointed Havas Media Group as its global media agency of record following a competitive pitch.
The business will be run out of Havas Media Group UK’s luxury international unit, which also handles other prestigious luxury clients including Hermès, Credit Suisse and Fabergé.
The result of the pitch sees the agency retain the media business for De Beers Jewellers, whilst broadening its reach across the brand to include De Beers Forevermark.
De Beers transformation brief
Havas will partner with the diamond firm on its transformation journey, as it seeks to consolidate its communications in support of its jewellery houses under the De Beers moniker.
Havas Media Group will also support the firm’s ‘Building Forever’ sustainability commitment, leveraging its recently launched sustainability marketplace, which enables brands to invest in ethical and responsible media and reach audiences with an interest in sustainability.
The Forevermark media business was previously held by Mindshare.
Colby Shergalis, Senior Vice President, Brand Marketing, at the diamond firm said: “We are hugely excited to have Havas Media Group on board with us as we transition to support De Beers’ brand transformation.
“We look forward to developing an integrated media strategy together to support our very exciting vision for the future.”
Patrick Affleck, CEO, Havas Media Group UK & Ireland, added: “This is a major win for Havas Media Group, and is testament to our strengthened international capabilities following the integration of Havas International into the UK earlier this year.
“We are looking forward to partnering with De Beers to make a meaningful difference as they embark on their transformation journey.”
The diamond company was founded back in 1888 by British mining magnate and politician Cecil John Rhodes in South Africa.
In 2011 the famous diamond brand was bought by global mining giant Anglo American. It acquired the remaining 40% it didn’t already own from the Oppenheimer family in a $5.1bn deal