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New Advertising, Marketing Agencies For Signet Turnaround Plan

Signet Jewelers Limited, which is in the midst of implementing a turnaround plan to combat sagging or static sales, announced three new agency partners to help with its ‘Path to Brilliance’ transformation initiative. The new agency hires are aimed at improving the effectiveness of its investments in advertising and marketing in support of three strategic priorities — ‘customer first’, ‘omni-channel’, and a ‘culture of agility and efficiency’.

“Our newly announced agency partners will contribute to Signet’s Path to Brilliance initiatives to grow new customers, evolve to a more digital, targeted and data-driven media plan, and build a seamless omni-channel customer experience,” said Seb Hobbs, President and Chief Customer Officer. 

Signet selected the agencies following a competitive bid process to transform and streamline the company’s investments in marketing.

“Our new partners will optimise our promotional effectiveness as we continue to build our culture of agility and efficiency as part of our Path to Brilliance transformation plan,” said Bill Brace, Chief Marketing Officer. “They will strengthen the positioning of our banners to better meet customers’ needs through improved precision marketing, particularly in digital channels.”

Signet selected MediaCom to oversee all media planning and buying for its four US banners — KAY, Jared, Zales, and Piercing Pagoda. MediaCom is charged with transforming Signet’s media investment to be more digital and data-driven to target and grow new customers more effectively.

Zimmerman has been selected as the new creative agency and strategic partner for its KAY banner. Zimmerman will help apply its strategic focus and retail experience to build on the iconic KAY brand and help return it to market-leading growth.

Badger & Winters has been named agency of record for Zales. Its brief is to develop the Zales brand platform and extend it into integrated advertising and digital campaigns.

Signet’s Jared banner will continue to partner with McKinney to strengthen Jared’s positioning and build meaningful connections with customers.

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