Signet puts 3m gem account up for grabs

Signet, the jewellery retail group which owns the H Samuel, Ernest Jones and Leslie Davis chains, is reviewing its 3m creative account handled by Mortimer Whittaker O’Sullivan.

H Samuel marketing director Nick Hamley has briefed agencies, thought to be RPM3, CKBT, FCA! and CDP, as well as the incumbent.

It is understood they will pitch for the account in the second week of December, with the winning agency likely to produce a campaign for the Valentine’s Day sales boost.

The review follows a three-year association between Signet and MWO. The agency first handled a pre-Christmas campaign for Signet’s middle-market chain, Ernest Jones in 1995. It was appointed by then marketing director Dianne Thompson,who is now commercial director at National Lottery operator Camelot.

Signet then handed MWO the creative work for a 2m relaunch of the H Samuel chain in 1996, after a year with Duckworth Finn Grubb Waters.

MWO created a series of national press ads, with the theme “special moments” for the 430-strong high street chain, with the strapline “Creating Special Memories since 1862”.

The review may signal another change of direction for the 1,200-strong group.

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