Leading agencies hired as critical step in
transformation plan
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.
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version on businesswire.com: https://www.businesswire.com/news/home/20190205005194/en/
For media inquiries, please contact:David BouffardVP
Corporate Affairs, Signet Jewelers+1
330-668-5369david.bouffard@signetjewelers.com
Rachel MaherPartner, Marketing, MediaCom US+1
646-705-3769rachel.maher@mediacom.com
Sonia GrunbaumVP, Marketing, Zimmerman+1
954-644-4205soniagrunbaum@zadv.com
Natalie TroubhManaging DirectorBadger &
Winters+1-917-447-6138ntroubh@badgerandwinters.com
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