Penny Appoints Delage CEO of De Beers Group Marketing

De Beers has appointed a Louis Vuitton executive, Francois Delage, as the CEO for the new De Beers division, De Beers Group Marketing. The new division will be responsible, among other tasks, for developing and marketing “big ideas.”

The diamond giant has formed the new division as part of the restructuring of the Diamond Trading Company. The DTC, until recently dubbed the 'marketing arm of De Beers', will focus on rough diamond sales.

In a release, De Beers listed three main areas of responsibilities for De Beers Group Marketing:

• The development and marketing of “big ideas” like “Trilogy” and “Journey” which have proved so successful at driving demand;
• Exploration and development of the FOREVERMARK;
• Maintaining consumer confidence in diamonds

Delage joins De Beers Group Marketing from a16-year tenure with Louis Vuitton where he was most recently President of the Asia Pacific region, based in Hong Kong. Prior to that he held various operational and finance positions at Louis Vuitton, DaiNippon Ink and Chemicals and Walt Disney Company France. His business skills will complement the existing marketing and creative skills of the De Beers Group Marketing team, De Beers said.

"With his strong commercial and retail experience in the global luxury goods industry, coupled with his extensive experience of the rapidly expanding Asian market I am confident he will be a great compliment to the existing De Beers Group Marketing leadership team," Gareth Penny, De Beers Group MD, said. 

"His commercial and operational track record will enhance the current De Beers Group Marketing leadership teams proven and world class capabilities in consumer understanding, creativity and marketing,” Penny added.