M2M to handle Links of London brief

Links of London, the upmarket UK jeweller, has appointed the OMD-owned agency M2M to handle its media planning and buying.

The appointment of the agency, which followed a pitch against three other agencies, coincides with ambitious expansion plans outlined by Links of London, following its acquisition by the Greek luxury goods company Folli Follie. More2 previously held the account.

Links of London, launched in 1990 by the husband-and-wife team of John Ayton and Annoushka Ducas, sells its silver and gold products via standalone stores and concessions in department stores. It has hired M2M to work in key markets such as the UK, the US and Hong Kong.

Its spend is currently below £1 million, but this is likely to increase to around £1.5 million with support for the launch of a new watch collection in the autumn.

The new owner of Links of London has outlined plans to treble sales of Links of London products by 2010 to reach around £100 million after acquiring the company last summer for £45 million.

Links, which handles its creative in-house, focuses 100 per cent of its advertising budget on press. M2M has significant expertise in the fashion and luxury goods market through clients such as Estee Lauder, Omega and Mikimoto.

Peter Thomson, the managing director of M2M, said: "Links of London is exactly the type of brand that we want to work with - contemporary, innovative and luxury."

Laurie Iannuzi, the marketing director of Links of London, said that it had hired M2M for its "great experience in the luxury market" and its understanding of "the unique personality of our brand".