London Bullion Market Association (LBMA), the international trade association that represents the wholesale over-the-counter market for gold and silver bullion, has today announced the appointment of customer agency LIDA, part of M&C Saatchi Group, to a new global brand definition brief.
LIDA will now partner with LBMA to help it better understand how to articulate its brand to its market and members, aiming to future-proof it as it develops a larger global footprint and engages with an increasingly diverse range of interest groups. The agency will use research to find out how members and associates view LBMA now and how it can best position itself across a range of established and emerging markets.
LBMA is the pre-eminent independent standard-setting body for the global wholesale market for precious metals. It has more than 140 members based in over 30 countries, encompassing every part of the journey in precious metals production.
Ruth Crowell, chief executive, London Bullion Market Association, said: “LIDA showed a real understanding of our brand and the challenges we face as we expand our global footprint. We’re very much looking forward to seeing the results of their work for us.”
Jonathan Goodman, CEO, LIDA, commented: “We’re delighted to have the opportunity to help define the future of this heritage brand, and to tap into the global fascination with the most precious of metals. LBMA has the ambition to truly shape the world it operates in as well as the self-awareness it needs to adapt to changing times.”