Signet, the former Ratners jewellery group, has split with Duckworth
Finn Grubb Waters, the agency hired to handle its pounds 2.5 million H.
Samuel account last year (Campaign, 17 March 1995).
Mortimer Whittaker O’Sullivan, which landed Signet’s upmarket Ernest
Jones account last week (Campaign, 1 March), will now handle the H.
Samuel business on an ongoing project basis.
Tim Mortimer, the managing partner of Mortimer Whittaker O’Sullivan,
said: ‘I am delighted to be doing more work on the Signet brand.’
It is thought, however, that the client’s advertising spend will be
reduced for 1996, as Signet is cutting costs to prepare the business for
an imminent stock-market sale.
When Duckworth Finn was appointed, the H. Samuel spend was predicted to
increase from a pounds 1 million budget the previous year to pounds 2.5
million for 1995.
But the promised TV campaign never materialised, and the Signet Group’s
spend on H. Samuel, its main mass-market brand, amounted to only pounds
1.5 million last year.
Duckworth Finn’s strategy, centred around a ‘memory’ theme, and its
advertising followed the jeweller’s traditional pattern of concentrating
its efforts around events such as Christmas, Mother’s day and
Duckworth Finn won the business in a final clash against J. Walter
Thompson, after BMP DDB Needham and Laing Henry were knocked out in an
earlier round of the pitch process.