GOLDEN ADS: The World Gold Council wants to see the metal on the tip of everyone’s tongue and at the top of everyone’s mind. The organization’s new advertising campaign, Speak Gold, takes an emotional approach to marketing gold and features women all over the world in different situations, all relating to gold jewelry. “It’s the idea of universality, of expressing yourself,” said Joe Calnon, U.S. managing director. “We wanted to get across the idea that in all cultures, gold has a significance.”
For instance, one print ad with the headline, “There’s one language everyone understands,” features three images. A group of girlfriends on a sailboat in New York has the caption, “Birthday bracelet from best friends, New York.” A woman on a Vespa leans over to a friend in another image, with the caption, “Birthday necklace from best friend, Milan.” The third photograph is of a group in a car, and it says “Birthday bracelet from best friend, Mumbai.” The $6 million campaign was shot by National Geographic photographers, who used women from the cities’ streets as models.

NEW SALES AND MARKETING EXEC AT SHARON G.: Lisa Bruno joined handbag brand Sharon G. as vice president of sales and marketing. In the post, she will report to Sharon Gioe, creative director and owner of the company. Earlier, Bruno spent a year as vice president at the Accessories Place, an accessories and hat importer. She also served two years as senior account executive of marketing and sales at hat manufacturer Eric Javits. Bruno will focus on retail accounts.

THE BUZZ ABOUT TOWN: Handbag designer Jane Schoenborn is looking to expand the Buzz by Jane Fox brand into new categories such as men’s ties, home, ready-to-wear and shoes with the help of licensing agent Hacker Dolan & Partners, which also represents Nicole Miller and Liz Lange. This comes hot on the heels of an outdoor ad campaign last month, when Schoenborn plastered ads on taxi tops all over New York City.

This story first appeared in the October 4, 2004 issue of WWD. Subscribe Today.

load comments
blog comments powered by Disqus