The World Gold Council has turned to Edelman PR Worldwide to spearhead a five-year global campaign as part of its pounds 14m-marketing blitz designed to combat weak gold prices.
Edelman was awarded the five-year brief following a three-way competitive pitch.
The agency has been tasked with developing a PR programme to run alongside advertising and rebranding campaigns led by ad specialist Bartle Bogle and Hegarty and branding expert Wolf Olins.
Edelman deputy MD Ash Coleman-Smith leads the account internationally, heading an initial team of 12.
'We want to make sure gold gets back into the more upmarket sector and appeal to the affluent target audiences,' said Coleman-Smith.
'The brief is ongoing media relations, but it is also about making sure that in each of the priority markets around the world we have an active campaign to launch the positioning of gold,' he added.
The programme will be run from Edelman's key offices in London, Milan, New York and Japan. Coleman-Smith reports to Gold Council corporate director Kerr Cruikshanks.
Ballerina Darcy Bussell has been hired as the public face of the campaign and to wear jewellery made from designs submitted to the council's Gold Virtuosi awards.
- Edelman's Sydney office has hired Geoffrey Crawford as head of public affairs for Asia. Crawford returned to Australia two months ago after a long stint as press secretary to the Queen. He will report to Martin Pearce, MD of Edelman Sydney.