DDB South Africa has won the business of one of SA's most popular jewellery chains - Browns The Diamond Store.
Established in 1932, Browns is a third generation jewellery operation which has outlets in Sandton Square, Eastgate, Rosebank Mall, Cresta, Fourways Mall, Lakeside Mall, Sunnypark, Riverside Mall, Waterfall Mall, City Mall and Mimosa Mall.
The planned twelve month campaign will compose elements of above the line, below the line and public relations.
"We believe that this is an incredibly exciting account. Browns has a long and proud history in providing jewellery of superb quality and design to customers in South Africa and around the world. Our job is to improve their visibility in the marketplace, and through the various projects, improve their bottom line. The challenge is to further differentiate the Browns products in what is an extremely competitive market," commented Mike Frampton, CEO of DDB South Africa.
Initially the Browns' campaign will be focus on the domestic market.
"However, given Browns' client base which includes people like Jay Kay of Jamiroquai (who recently toured South Africa), we'll certainly be giving some thought to reaching an international audience, especially when they visit this country," concluded Frampton.
Jay Kay recently purchased a platinum ring with a flawless three carat diamond worth over R400 000 from Browns.
