Originally published by Campaign Asia.
The Natural Diamond Council has appointed OMD Shanghai as its media agency of record in China, following a multi-agency pitch that involved up to three global media agencies.
The account is thought to be worth approximately RMB 70 million (US$10 million).
The Omnicom-owned agency will take on the complete paid media duties (planning and buying) for the promotional organisation from incumbent Starcom, which is believed to have repitched for the account, along with Dentsu Aegis Network’s Carat.
The appointment comes on the heels of the Natural Diamond Council’s rebrand in June this year. It was formerly known as the Diamond Producers Association but has honed in on the fact that it offers information about ‘real’ diamonds. The rebranding is a clear reaction to the threat posed by synthetic diamonds, which sell for far less than the naturally occurring type and are, according to some experts, not only molecularly identical but also flawless.
The council was launched by seven mining companies, including De Beers and Alrosa, to promote the diamond industry. The members collectively represent approximately 75% of the world’s rough diamond production.
The company’s Greater China managing director, Mabel Wong McCormick, said that during the agency selection process, OMD Shanghai «consistently demonstrated good insights of the complex audience segmentation required for a publisher’s approach in the luxury sector and a first class strategic planning for multi-channel objective».
«We are excited to start our new journey with such a professional and dedicated partner,» Wong McCormick added.
OMD China CEO, Connie Chan, commented: «We are thrilled to partner with the Natural Diamond Council here in China to strategically connect the dots and unlock value potential from their advertising in China’s data-informed and digitally-led business landscape.»
Chan only joined OMD China earlier this month after close to 15 years in leadership roles with WPP in Singapore. OMD China’s other new business wins this year include Daimler AG and Lindt & Sprüngli AG.
Source: Campaign Asia-Pacific