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Reading: Campaign: Rebecca Judd Sparkles for Paul Bram Diamonds
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B&T > Marketing > Campaign: Rebecca Judd Sparkles for Paul Bram Diamonds
Marketing

Campaign: Rebecca Judd Sparkles for Paul Bram Diamonds

Andrew Begg
Published on: 24th September 2014 at 10:04 AM
Andrew Begg
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3 Min Read
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Following on from the partnership between Thomas Jewellers and Traffic across 2014, the agency has been entrusted with the ‘jewel in the crown’ within the Thomas Jewellery Group – the Paul Bram Diamonds brand.

Paul Bram has enjoyed a long-standing, successful relationship with brand ambassador Rebecca Judd. The challenge for Traffic was to evolve this alignment and provide a new, fresh perspective on it.

Through the strategy development process, the agency discovered that Paul Bram offers a number of unique attributes unmatched by local and global competitors.

But the most significant differentiator is the long-standing affiliation Paul Bram has Australia’s most charming city. Located in the heart of Melbourne since the 1920s, Paul Bram is synonymous with Melbourne’s style and romance, and is therefore the only brand that fits perfectly with intimate hidden laneways and secret bars that make the city one of the most mysterious and enchanting in the world.

Paul Bram is truly an expression of exclusive Melbourne romance. To assert this positioning, the latest campaign accentuates the ‘Melbourne’ attributes of the Paul Bram brand.

According to Andrew Begg, Traffic CEO/ creative director “For the photoshoot, we escaped the traditional studio set-up and shot Rebecca Judd in a number of the city’s most romantic & iconic places. Our quintessential Melbourne locations included: Café Segovia in The Block Arcade, hidden rooftop bar, Siglo, and sultry late night wine-bar and restaurant, The Melbourne Supper Club”.

“We wanted to escape the traditional studio set-up and really bring Rebecca Judd to life in Melbourne for Paul Bram. This campaign does that perfectly,” said Sam Thomas, managing director of Paul Bram.

The first ad in the campaign, which launches with a Brownlow Medal feature spread in The Age today.

Traffic-Web-Paul-Bran-FP-1

The campaign will run across press, women’s fashion magazines, online and in social media over the next 12 months.

Credits:

Client: Paul Bram

Talent: Rebecca Judd

Style team: Marie Uva, Chantelle Barker, Lana Wilkinson

Agency: Traffic

Creative Director: Andrew Begg

GM/ Strategy Planner: Jeremy King

Account Director: Karen Jarvis

Account Manager: Christina Kokkinakis

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TAGGED: Clemenger BBDO Sydney, LikeAGirl, Relationships
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By Andrew Begg
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With a career spanning almost 3 decades and experience transforming brands and businesses across 5 continents, Andrew Begg is one of the industry’s most accomplished brand transformation specialists. Having worked his way up through the world’s preeminent branding, advertising and design agencies, Andrew has skills in a breadth of disciplines. A designer by trade, he has spent 25 years cultivating his strategic, creative and digital skillset. Now, with a client portfolio boasting some 300 brand transformations, it comes as no surprise that Andrew is a specialist in an extensive number of industries. With a wealth of experience in retail, automotive & property, he truly has a unique strength of dexterity in the world of branding. Andrew’s approach is simple. A natural perfectionist, he has an ability to see beyond the brand identity to more holistic, ‘bigger picture’ thinking. His method of branding involves the fusion of cultural & digital trends, customer insights and creative differentiation. What makes his work exceptional is his ability to predict future trends and break category norms. Andrew is a leader not a follower and the brands he has transformed are direct examples of his tenacious efforts to prepare businesses for the future. Andrew understands the immediate and long-term problems and opportunities businesses face today. In 2000, he created Traffic, which specialises in brand and retail transformation. In the first few months of operation, Traffic won, Raine & Horne & Goodyear Dunlop Australia and since then has worked with over 200 brands including some of the world’s largest companies. His personal experience with high-level business strategy means he understands the role branding plays in achieving tangible business objectives. Return on investment is paramount to the Traffic offering. Andrew continues to own 100% of Traffic 12 years after it inception. The business has a turnover of $7+ million and billings excess of $25+ million. Specialties: Re-invent ailing brands and businesses. Increase brand equity, ROI and shareholder value. National multi channel award winning marketing campaigns. Retail and brand revitalisation. Brand strategy and planning. Develop branding and positioning differentiation strategies. Franchise marketing and creation. Listing a company for list on the ASX (Australian Stock Exchange) Retail marketing. Website development and digital marketing. Integrated marketing Create unique customer experiences.

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