Carat Snares Jewellery Retailer Pandora’s Media Away From IKON

Carat has won the account for the prestigious jewellery retailer, Pandora, across Australia and New Zealand. The win follows a three-way pitch against Mindshare and incumbent IKON.

A Danish company, Pandora was founded in 1982 and became renowned for its cult charm and bracelet concept. Selling in more than 100 countries on six continents, it is one of the most recognised jewellery brands in the world – well positioned within the affordable luxury segment in the fine jewellery market, offering sustainable sourced, high quality, hand finished pieces.

The agency has created Team Pink, an integrated team led by Carat, together with Dentsu’s digital performance marketing agency, iProspect, who were the incumbent for Pandora’s digital requirements.

The challenge which Team Pink identified was how to build a deeper relationship between Pandora’s audience and their brand. Through showcasing a data led strategic approach centred on human understanding, Carat will design creative holistic channel experiences.

Catherine Rose, Pandora’s marketing director, Pacific said of the appointment: “Following on from our global rebrand in 2019, we sought new strategic vision and we are so pleased to have found that in the combined expertise of Carat and iProspect. We look forward to collaborating with Team Pink as we continue to modernise the Pandora brand and drive momentum, this year and beyond.”

Sue Squillace, CEO Carat ANZ added: “We are thrilled to work with the team at Pandora sharing their mission to attract high value customers by putting real people at the heart of everything we do. The Carat team is also looking forward to being a part of the next phase of their brand transformation.”

Tom White, General Manager iProspect said: “We have had a brilliant and long-standing relationship with Pandora for many years now. So, it’s great news not only to extend this relationship, but to be able to combine with our sister agency, Carat, to form Team Pink and deliver on Pandora’s consumer focused future.”

The account will include an integrated strategy of planning and buying across TV, Print, OOH, Digital, SEO, Social Media and Mobile and will launch on June 1.

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