BBH to introduce gold's warmer side with pounds 39m global initiative

Warmth is being presented as the new 'cool' in advertising aimed at

transforming gold's image from flashy to fashionable.

Bartle Bogle Hegarty is producing the work - its first since picking up

the World Gold Council's assignment in January - which will present gold

as an antidote to cold minimalism, encapsulated by the end line 'Glow

with gold'.

The council, comprising the world's leading gold mining companies, is

putting dollars 55 million (pounds 39 million) behind a global

advertising, marketing and public relations initiative, beginning in

late summer in fashion and style magazines.

It will break initially in Britain, the US and Italy before a global


The style and tone of the campaign is set by an eight-page pullout in

Vogue featuring black-and-white images leading into a double-page colour

spread with the line 'Introducing a different kind of gold'. The ads

were written by Tom Hudson and art directed by Rosie Arnold. Media is

being bought by Starcom MediaVest.

The campaign is part of a strategy to halt gold's slide downmarket and

end its associations with vulgarity.

'Gold has become debased with people associating it with everything from

gold credit cards to Golden Wonder crisps,' Steve Kershaw, BBH's group

business development director, said. 'Like any other brand you have to

keep topping up the positive things to be said about it.'

Haruko Fukuda, the World Gold Council's chief executive, said: 'This

campaign aims to remind consumers that gold's intrinsic value extends

beyond fashionability.'


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