Staff Reporters
Jul 23, 2020

OMD snags Natural Diamond Council China account

EXCLUSIVE: OMD Shanghai takes over account, thought to be worth US$10 million, from incumbent Starcom.

OMD snags Natural Diamond Council China account

The Natural Diamond Council has appointed OMD Shanghai as its media agency of record in China, following a multi-agency pitch that involved up to three global media agencies.

The account is thought to be worth approximately RMB 70 million (US$10 million).

The Omnicom-owned agency will take on the complete paid media duties (planning and buying) for the promotional organisation from incumbent Starcom, which is believed to have repitched for the account, along with Dentsu Aegis Network's Carat.

The appointment comes on the heels of the Natural Diamond Council's rebrand in June this year. It was formerly known as the Diamond Producers Association but has honed in on the fact that it offers information about 'real' diamonds. The rebranding is a clear reaction to the threat posed by synthetic diamonds, which sell for far less than the naturally occuring type and are, according to some experts, not only molecularly identical but also flawless.

The council was launched by seven mining companies, including De Beers and Alrosa, to promote the diamond industry. The members collectively represent approximately 75% of the world’s rough diamond production.

The company's Greater China managing director, Mabel Wong McCormick, said that during the agency selection process, OMD Shanghai "consistently demonstrated good insights of the complex audience segmentation required for a publisher’s approach in the luxury sector and a first class strategic planning for multi-channel objective". 

"We are excited to start our new journey with such a professional and dedicated partner," Wong McCormick added.

OMD China CEO Connie Chan commented: "We are thrilled to partner with the Natural Diamond Council here in China to strategically connect the dots and unlock value potential from their advertising in China’s data-informed and digitally-led business landscape."

Chan only joined OMD China earlier this month after close to 15 years in leadership roles with WPP in Singapore.

OMD China's other new business wins this year include Daimler AG and Lindt & Sprüngli AG.

Related Articles

Just Published

5 hours ago

Purpose, laughs, and boppable tunes: Spikes jury ...

SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.

5 hours ago

Crash Course: How to tell engaging short-form stories

To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.

5 hours ago

Lessons from Tesla, Apple and yoga (yes, yoga) in ...

SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.

5 hours ago

Spikes Asia Awards 2021: Campaign's contenders 3

As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.