De Beers – Billion dollar ideas

Ian MacDonald and Karen Go

From 2001-06, De Beers aimed to combat slowing sales in the mature, saturated U.S. diamond market by adopting a new approach that focused on making an emotional connection with women.

Luxury clothing & accessories
Personal accessories
United States
Strategy

Agency: JWT

Authors: Ian MacDonald and Karen Go

De Beers – Billion dollar ideas

INTRODUCTION

This is a paper about love.

Actually, it's a paper about ideas that facilitate and symbolise love in its beautiful and glorious complexity. These ideas are not just...

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