Signet reviews its advertising

Jewellery group Signet, formerly Ratners, is reviewing its advertising in the wake of lacklustre Christmas sales.

Marketing director Dianne Thompson, who joined the company last year from Woolworths, has spoken to a number of agencies and is drawing up a shortlist. However, the company would not indicate which agencies are on the list or the proposed budget. According to Register-MEAL the account was worth ú1m last year, but it is expected to spend considerably more.

Advertising is expected to centre on the H Samuel brand, which has 440 outlets. The group’s last campaign was at Christmas for H Samuel, when 96-sheet posters were created by Laing Henry.

However, there may be some advertising for the group’s more upmarket brand Ernest Jones which is positioned as a diamond and watch specialist.

The Signet Group, unlike some other retailers, did not experience a surge in Christmas sales. It has reported steady progress with like-for-like sales for November and December of three per cent ahead of last year.

Signet disappointed the City in September with half-year losses to July only marginally reduced by ú1.2m to ú25.8m.


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