4A's Honors De Beers “Diamond Bride” with Chiat Grand Prix

This article, by Geoffrey Precourt - U.S. Editor of WARC Online - discusses the 'Diamond Bride' campaign devised by JWT Mumbai for De Beers.

4A's Honors De Beers “Diamond Bride” with Chiat Grand Prix

Geoffrey PrecourtUS Editor, WARC Online

It’s one thing to move a shopper from one cereal shelf to another. Rightly, good marketing that changes a shopping habit within a commodity category from one familiar brand to another is applauded. But the challenge of taking on tradition and actually changing cultural habits generations old is much more daunting.

When an agency points an advertiser to this kind of societal revolution, the polite applause changes to ovations. In an assignment that bore little relationship to a Bran Flakes-over-Cheerios challenge, De...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands