Mappin & Webb, the upmarket jeweller, is launching a press campaign
through M&C Saatchi which breaks in the June issues of Vogue and Marie
The campaign is designed to capture a female-biased market. Mappin &
Webb’s own experience has been backed by research which shows women are
increasingly buying jewellery for themselves.
Nick Hurrell, the joint chief executive of M&C Saatchi, said: ’The aim
of the advertising is to make Mappin & Webb the top destination for
diamonds and the preferred choice of store for women to choose and buy
jewellery for themselves.’
The first of three executions shows a woman striking the pose of a
Her elbow-length black glove shows off the Mappin & Webb diamond ring
she is wearing. The line reads: ’I thought about the 2.5 litres. Instead
I went for the 2.5 carats.’
The ads were written and art directed by Tim Harris and Martin
Reportage-style photography was by Esther Haase, who used a sepia tint
on the photos of free-spirited women.
M&C Saatchi won the Mappin & Webb account in February last year when the
agency was appointed by Asprey, which owns Watches of Switzerland, the
Garrard and Asprey shops, and the niche watch and jewellery chain, Les
Ambassadeurs, as well as Mappin & Webb.