The World Gold Council (WCG), the body that represents gold mines from around the world, is looking for an advertising agency to create its first branding campaign to increase demand for the precious metal among consumers.
It has already drawn up a shortlist for the business, which is worth more than &£50m on a global basis. The agency list is made up of BMP DDB, Publicis, TBWA/London, Bartle Bogle Hegarty, EURO RSCG, Publicis and Wieden & Kennedy.
The campaign brief is to promote gold as a competitor to diamonds and to highlight the fact that gold jewellery is generally more affordable than diamonds or platinum.
Diamonds are promoted globally by De Beers, the mining company that distributes the stones around the world.
The WGC has already appointed Wolff Olins to create a new logo to support the campaign for gold.
The move by the WGC follows a period of consolidation in the global gold market which has seen the world’s six largest mines consolidate into three.
The agency pitch is understood to be taking place in New York and London during the next few days.