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
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.