De Beers – Billion dollar ideas

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.
Agency: JWTAuthors: Ian MacDonald and Karen Go

De Beers – Billion dollar ideas


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 advertising and communication ideas, although they do inform them. These are business ideas.

This paper tells the story of how JWT and De Beers created powerful ideas that drove dramatic growth within a troubled diamond jewellery market.

The value in these ideas is that they inspire trade and consumers alike to think and act differently...

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