DPA Appoints Creative Agency as Work Begins on Promoting Diamonds

(IDEX Online News) – The Diamond Producers Association (DPA), the organization set up by ALROSA, De Beers, Rio Tinto, Dominion Diamond Corporation, Lucara Diamond Corporation, Petra Diamonds Ltd, and Gem Diamonds Ltd. to support the development of the diamond sector, has appointed creative agency Mother New York as its global strategic marketing partner.

DPA chair Jean ­Marc Lieberherr said the appointment of the agency is the next step in “ building world ­class marketing capabilities to support the DPA’s mission of growing long-­term demand for diamonds.”

He explained that over the next few months, the organization will work closely with Mother New York to develop what he calls a “powerful marketing strategy.”

“We were impressed with Mother New York’s deep understanding of modern culture and with the very innovative and impactful work they’ve produced for important lifestyle brands that matter to millennials,” said DPA board members and Alrosa vice president Andrey Polyakov.

The DPA’s objectives include enhancing consumer demand for and confidence in diamonds, including through joint category marketing initiatives.