DTC and De Beers' shared PA and corporate comms department was split in two last September as part of a wider effort to make the business 'more effective'.
MS&L is charged with promoting DTC's corporate comms strategy to clients, the governments of diamond producing countries, the media, and NGOs.
'We need to re-establish the company's identity and explain its role,' said DTC corporate comms manager Lesley Coldham.
Hill & Knowlton was appointed to handle DTC's 'global consumer confidence programme' last September, dealing with issues such as 'conflict diamonds' and the counterfeit diamond market (PRWeek, 3 September 2004).
H&K's £1m account is unaffected.
DTC is piloting fair-trade mark 'forever' in Hong Kong as part of a measure to boost consumer confidence in the face of concern over the synthetic diamond market. The mark classifies diamonds as natural and from reliable, ethical sources.
The company has been in the media spotlight in recent years over conflict diamonds, so called because of their link to African civil wars.
DTC wants its diamonds to come with a 'guarantee of integrity'.