Jeweller Garrard Appoints Wavemaker to Handle Multi-Market Media Strategy and Planning

Wavemaker has been appointed by Garrard, the jeweller synonymous with some of the most iconic and precious jewellery in existence, to handle all media strategy and planning following a competitive pitch.

Garrard selected Wavemaker based on its unrivalled global expertise which aligns perfectly with its ambitious plans to expand its media activations in the UK, US and Middle East. As well as, enabling the iconic luxury brand to tap into Wavemaker’s local knowledge to effectively communicate a bold new positioning strategy.

Wavemaker has been tasked with supporting the launch campaign of Garrard’s daring new Blaze collection - which has been inspired by Garrard’s design of Princess Diana's blue sapphire and diamond engagement ring. Starring Garrard’s new brand ambassador, the British actress Olivia Cooke, a new multi-market media campaign using local partner activations will encapsulate the Blaze collection’s positioning as designed to ignite a riot of colour. 

A sparkling campaign creative from Accomplice, showcasing the aspirational nature of the Blaze collection, has been designed to engage with the ultra-affluent, high-net-worth female consumer. The media activations strategy reflects this, by focusing on brand building media with ‘a bold twist on a classic’ across social, search, digital and partnerships throughout 2022. It spans highly-targeted and impactful digital display, including a standout Harper’s Bazaar takeover the week of the Queen’s Platinum Jubilee celebrations, as well as social and paid search (PPC). The ultimate goal is to drive consumers to the brand’s website where they can discover the full Blaze collection in all its glory. 

The first burst of the Blaze collection campaign went live mid-May across social and paid search, digital display in the UK, UAE and Qatar. Media activations will continue across these markets into June, and land in the US in August and September. This ensures that the timing of the campaign not only coincides with a key cultural moment in the UK that reflects Garrard’s heritage - the Queen’s Platinum Jubilee celebrations - but aligns with the summer months when ultra-affluent international travellers visit London.

Katie Lee, Chief Operating Officer, Wavemaker UK explained: “As we approach the Queen’s Platinum Jubilee, it’s an exciting time for such an iconic brand to launch this stunning and colourful new Blaze collection. We’re thrilled that Wavemaker has been chosen to create and deliver a media campaign that will support their ambitions, we’ve loved the journey so far.”

Patricia Cerdá-Lietaer, chief marketing officer, Garrard commented: “Wavemaker's passion and energy was backed by a solid and robust media approach to the business which gave us the confidence they were the best partners to launch our bold and exciting Blaze collection.”