NEWS: M&C Saatchi beats two to land Asprey brands ad revamp

The Queen’s jeweller, Asprey, has appointed M&C Saatchi to revitalise its image following the group’s financial rescue by Prince Jefri Bolkiah of Brunei last year.

The Queen’s jeweller, Asprey, has appointed M&C Saatchi to revitalise

its image following the group’s financial rescue by Prince Jefri Bolkiah

of Brunei last year.



A massive injection of cash by the Prince, one of Asprey’s long-term

customers, has enabled the group to develop ambitious expansion plans

for its flagship jeweller brand and for its stable of upmarket retail

chains.



Around pounds 6 million has been set aside for communications by the

group, which includes Asprey, Garrard and Mappin and Webb, as well as

Watches of Switzerland and the niche watch and jewellery chain, Les

Ambassadeurs. This sum includes the budget for PR and promotion as well

as advertising, which could amount to pounds 2 million.



Nick Hurrell, joint chief executive of M&C Saatchi, refused to be drawn

on Asprey’s new strategy, but promised ‘early evidence of the boldness

of its plans’.



M&C Saatchi beat Abbott Mead Vickers BBDO and WCRS to the business.



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