De Beers LV assigns worldwide brief to Red Cell network

De Beers LV, the joint venture between the world's biggest diamond trader and the luxury group LVMH, has picked the WPP-owned Red Cell network to promote its stores around the world.

Les Ouvriers du Paradis, the Red Cell operation in Paris, will be the lead agency on the business with account handing input from HHCL/Red Cell in the UK.

Les Ouvriers, assisted by HHCL and Berlin Cameron/Red Cell in New York, pitched against M&C Saatchi, TBWA\London and Air, a newly formed French shop, for the business. The incumbent was DDB's French shop, Louis XIV.

Bartle Bogle Hegarty declined to pitch for the work because of a conflict with its World Gold Council client.

The winning agency is working on an international campaign to break in the UK in the run-up to Christmas.

De Beers LV first mooted its plan to take on rivals such as Tiffany and Cartier three years ago. When it launched, the company aligned itself closely with the Louis Vuitton brand. Now it wants to position itself as a classic, prestige jewellery brand. Its most recent advertising, featuring the model Iman, has run in upmarket glossies including Vogue and Harpers & Queen.

The review was overseen by Guy Lamarie, the De Beers LV chief executive, and Jean Christophe Gandon, its marketing director.

Les Ouvriers was bought by Red Cell in the summer of 2002 in what was considered a major step by the network to gain international credibility.

Highly regarded as a creative hotshop, Les Ouvriers has already worked with such luxury brands as Bon Marche, Baccarat, Louis Roederer, Nina Ricci and Falke.

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