World Gold Council hires MS&L Group for global effort

LONDON: The World Gold Council (WGC) tapped MS&L Group for a seven-figure account that aims to raise the profile of the council and gold in the US, Middle East, India, and China.

LONDON: The World Gold Council (WGC) tapped MS&L Group for a seven-figure account that aims to raise the profile of the council and gold in the US, Middle East, India, and China.

The scope of work includes financial communications and IR, corporate communications, consumer outreach, government affairs, and events management, said Matthew Graydon, director of communications for the London-based WGC.

“We're at a point in time where gold has reached a new prominence already,” he said. “And we have a great opportunity to raise the profile of gold further in all of our key sectors.”

Graydon said the at least seven-figure budget was “significant” although he declined to provide specifics. He said that Hill & Knowlton, Kreab Gavin Anderson, and Financial Dynamics participated in the pitch. The win was first reported by PRWeek UK.

Work begins January 1, led by Capital MS&L, a financial and corporate communications unit, in London. The account will be supported by the global MS&L network, which named regional account coordinators in London, New York, Dubai, Mumbai, and Beijing, said David Schraeder, VP at MS&L Group in New York.

Schraeder said he will be leading North American efforts and will be embedded in the WGC's New York office as its in-house press officer. Outreach in the US will focus on investors, commodities, and policy and planning.

Previously, the WGC worked with multiple agencies in different markets, but it wanted to "bring all of our communications under one roof so we could deliver a singular message around the world,” so it opened a competitive pitch, Graydon said.

PRWeek reported in March 2008 that the council's US division hired CJP Communications as its AOR. Calls to the firm were not returned.

“We'll be running global campaigns but clearly there is a need to ensure the relevance of those campaigns in local markets,” he added.

The campaigns will target the investment, government, jewelry, and industrial sectors. Graydon noted that the WGC will continue its social media and digital work with Starcom, another Publicis Groupe agency.

Publicis Groupe announced in November that it had moved several of its agencies under the MS&L Group brand in order to better leverage its network for global clients.

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