Feature

Diary: Jeweller shows how to make most of the A List

Diary has heard of many uses of the Campaign A List, the most popular of which seems to be providing a spot of light reading while, erm, taking a "comfort break".

So Diary was pleased to hear that the book had been used for some rather ingenious targeting by Adrian Madden of Sanaer Jewellery Creations, who came up with a savvy marketing idea when he was flicking through his copy.

Keen to target some of the A Listers, after spotting the names of the Karmarama chairman Nicola Mendelsohn's four kids in her Q&A, Madden went about creating a ring, with all the children's names engraved into it.

The sample was sent to Karmarama's West Kensington headquarters, with an accompanying letter offering the jeweller's services if the agency ever needed rings created for an upcoming campaign.

And let's face it, who better to target than the one woman who is bound to spread the word faster than you can say "networker".

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