Leading agencies hired as critical step in transformation plan
AKRON, Ohio--(BUSINESS WIRE)--
Signet Jewelers Limited (“Signet”) (NYSE: SIG) announced three new
agency partners to improve the effectiveness of its investments in
advertising and marketing, and in support of the three strategic
priorities of its Path to Brilliance transformation plan – Customer
First, OmniChannel, and a Culture of Agility and Efficiency.
“Our newly announced agency partners will contribute to Signet’s Path to
Brilliance initiatives to grow new customers, evolve to a more digital,
targeted and data-driven media plan, and build a
seamless OmniChannel customer experience,” said Seb Hobbs, President and
Chief Customer Officer. “The new agency partnerships open an exciting
new chapter of building stronger connections with Signet customers
across all Signet US banners to help them Celebrate Life and Express
Love.”
Signet selected the agencies following a competitive bid process to
transform and streamline the company’s investments in marketing.
“Our new partners will optimize our promotional effectiveness as we
continue to build our Culture of Agility and Efficiency as part of our
Path to Brilliance transformation plan,” said Bill Brace, Chief
Marketing Officer. “They will strengthen our banner positionings to
better meet customers’ needs through improved precision marketing,
particularly in digital channels.”
MediaCom to Oversee Media Planning and Buying for All US Banners
Signet selected MediaCom to oversee all media planning and buying for
its four US banners: KAY, Jared, Zales, and Piercing Pagoda. MediaCom is
charged with transforming Signet’s media investment to be more digital
and data-driven to target and grow new customers more effectively.
“We look forward to beginning our new partnership with MediaCom. We are
confident that their industry leading capability in media planning, data
analytics and buying will help us accelerate growth of new customers
across the entire Signet portfolio of US banners,” explained Brace.
“I am thrilled to work with Signet Jewelers, and believe that our
creativity will help deliver greater business outcomes for their
banners,” said Sasha Savic, MediaCom’s US CEO.
Zimmerman Selected as Strategic Partner and Creative Agency for KAY
Signet appointed Zimmerman as the new creative agency and strategic
partner for its KAY banner. Zimmerman will help apply its strategic
focus and retail experience to build on the iconic KAY brand and help
return it to market-leading growth.
“We are thrilled to begin our partnership with Zimmerman,” said Bill
Luth, Executive General Manager of KAY Jewelers. “They are the right
creative partner to bring the power of KAY’s rich heritage as America’s
leading jeweler to life, and create deep connections with new
generations of customers.”
“We believe KAY will grow because we will help them sell more jewelry to
more people, and also because we will work together to help customers
understand the importance of sharing love and gratitude with the people
who mean the most to them,” Michael Goldberg, CEO, Zimmerman. “We will
not rest or stop working until they achieve the growth they deserve.”
Badger & Winters Named Agency of Record for Zales
Signet selected Badger & Winters, to develop its Zales brand platform
and extend it into integrated advertising and digital campaigns.
“Badger & Winters’ ability to understand our core customers and
experience in building empathetic and emotional connections with women
makes the agency an exceptional partner,” said Jamie Singleton,
Executive General Manager, Zales. “We look forward to this collaboration
that will further strengthen and transform the relationship we have with
our customers, not only at key life moments, but also throughout the
year.”
“We are focused on disrupting the way in which brands market to women
and could not be more excited about working with Zales to change how the
jewelry category engages women,” said Jim Winters, President at Badger &
Winters.
Signet’s Jared banner will continue to partner with McKinney to
strengthen Jared’s positioning and build meaningful connections with
customers.
About Signet Jewelers:
Signet Jewelers Limited is the world's largest retailer of diamond
jewelry. Signet operates nearly 3,500 stores primarily under the name
brands of Kay® Jewelers, Zales®, Jared® The Galleria Of Jewelry, H.
Samuel, Ernest Jones, Peoples, Piercing Pagoda® and James Allen®.
Further information on Signet is available at www.signetjewelers.com.
See also www.kay.com,
www.zales.com,
www.jared.com,
www.hsamuel.co.uk,
www.ernestjones.co.uk,
www.peoplesjewellers.com,
www.pagoda.com,
and www.jamesallen.com.
View source version on businesswire.com:
https://www.businesswire.com/news/home/20190205005194/en/
For media inquiries, please contact:
David Bouffard
VP
Corporate Affairs, Signet Jewelers
+1 330-668-5369
david.bouffard@signetjewelers.com
Rachel Maher
Partner, Marketing, MediaCom US
+1 646-705-3769
rachel.maher@mediacom.com
Sonia Grunbaum
VP, Marketing, Zimmerman
+1 954-644-4205
soniagrunbaum@zadv.com
Natalie Troubh
Managing Director
Badger & Winters
+1-917-447-6138
ntroubh@badgerandwinters.com
Source: Signet Jewelers Limited