MindShare squared off against ZenithMedia after a first round pitch against Carat and incumbent Lowe.The UK-based guild is an international non-profit organisation that includes leading platinum producers Anglo Platinum, Impala, Lonmin, Northam and Aquarius. The appointment comes as the guild is building an awareness of platinum and its use in jewellery through consumer advertising, said PGI China manager, Ella Gu.
Said Bessie Lee, managing director, MindShare: "PGI's role is to work with the manufacturers to stimulate design and their interest in platinum, as well as working with retailers to encourage them to buy stock, promote and sell platinum jewellery."
She added that MindShare's first project would be PGI's spring campaign.
Creative will be handled by Lowe.