| NEWS
RELEASE
Gold producers raise budget to over
$50 million and appoint Bartle Bogle Hegarty to handle new global advertising
initiative
The
World Gold Council (WGC) announced today that it has appointed Bartle
Bogle Hegarty (BBH) to spearhead the first stage of a new long term promotional
programme in key gold markets of the world.
The
appointment follows the evolution of a gold branding project being conducted
on behalf of the WGC by Wolff Olins (WO) since mid-2000. Brian Boylan,
chairman of WO, the branding consultancy and creators of Orange, said
that "few brands come with quite the same wealth of unique qualities as
gold which has been revered for its warmth, beauty and emotional significance".
Following
additional research to take the gold branding project forward, BBH, creators
of outstanding advertising for many brands, such as Levi's and Audi, will
promote these emotional values of gold far beyond its more material virtues
of status and wealth. Historically gold has been one of the world's most
beautiful and coveted of natural minerals, and it is its deep emotional
value which will be the focus of the rebranding campaign.
Haruko
Fukuda, CEO of the WGC, said "we are confident that in BBH we have found
an agency that can create highly original and exciting advertising for
gold. Although consumption is already increasing around the world this
campaign will help stimulate even greater degrees of consumer demand for
gold".
Steve
Kershaw, Group Business Development Director at BBH said "We're excited
about the opportunity to take the emotional values of gold to even greater
heights and to communicate this to an international spectrum of consumers".
The
WGC is an international organisation formed and funded by the world's
leading gold producers to promote gold to a variety of different audiences
in key centres of the world.
BBH
will handle the campaign development from London, supported by its New
York and Singapore offices and by its sister media buying operation, Starcom
Motive.
-Ends-
Contacts
Kerr
Cruikshanks at World Gold Council Tel 0207 766 2706
Jane Wentworth at Wolff Olins Tel 0207 713 7733
Steve Kershaw at Bartle Bogle Hegarty Tel 0207 453 4616
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