Ogilvy & Mather Worldwide have significant cause for celebration as they were recently names the global creative agency for legendary luxury jewellery retailer 'Tiffany & Co.' after a search the brand has been undertaking since last October. Ogilvy & Mather plan to provide advertising support and brand positioning for the brand across the globe from creative 'hubs' in Paris and New York, where the brand is already well established. The assignment will cover all areas of marketing; from digital, print and video, to out-of-home media (billboards, posters etc).
This is something of a surprising move, considering that most of the iconic brands work has been done in-house until now, but Ogilvy will work in tandem with the in-house creative team at Tiffany's, focusing on social media, digital marketing, mobile applications and international markets. The brand, who are renowned for their lofty positioning in the industry and the voracity with which they protect their designs and intellectual property, recently appointed a new lead design director in the shape of Francesca Amfitheatrof. Amfitheatrof is a London-based jewellery designer and Royal College of Art graduate, who has previously developed collections for esteemed luxury fashion brands such as Marni, Fendi and Chanel, as well as selling her own collections globally.
Ogilvy will work in tandem with the in-house creative team at Tiffany's
Senior vice president and chief marketing officer for Tiffany & Co. Caroline Naggiar, said the brand wanted help from an external agency “In addition” to their internal marketing department. She said they settled on Ogilvy & Mather after being impressed by the international agencies “Experience in luxury,” as well as their “Creative approach to solving consumer challenges.” She thought that this approach would prove helpful in a “New era of brand building,” and that the agencies “Proven ability to implement integrated campaigns across the globe,” made them a perfect fit for helping the brand further enhance their global business. The agency was narrowed down from a number of esteemed firms such as 'TBWA Paris' and 'BBDO' with the help of search consultant 'Ark Advisors'.
Global chief marketing officer for Ogilvy & Mather Lauren Crampsie, is delighted to be working for “One of the most renowned luxury brands in the world,” and appreciated the move was an important decision for the brand. She says they are “Honoured to be selected as Tiffany's trusted marketing partner.” Chief creative officer Chris Garbutt backs up his colleagues sentiments; “We are thrilled to have the privilege of partnering with such an iconic brand,” he said. He also underlines the creative opportunities the job afforded the agency, praising the brand “Emotionally inspiring work.”
Tiffany's are “One of the most renowned luxury brands in the world”
The first piece of creative content from the firm is expected to debut in the Autumn. The projected budget has yet to be discussed openly with the public, but Tiffany's has seriously stepped up its game in recent years when it comes to their marketing budget. In 2012 they spent $242 million on media, marketing and advertising, up from £197 million in 2010 and $234 million in 2011.
Ogilvy & Mather Worldwide's Official Website
Tiffany & Co's Official Website
Benjamin Hiorns is a freelance copywriter from the UK who has never shopped at Tiffany's. However, that doesn't mean that he isn't capable of appreciating rare and beautiful things.
