Jeweller Pandora has appointed McCann London to develop a global advertising campaign celebrating female empowerment through jewellery.
The agency will be responsible for creating Pandora’s above-the-line advertising and supporting other communication channels for the campaign’s launch, which is scheduled for spring/summer 2017.
The Danish and multinational brand has tasked the ad agency with taking it in a new direction to position female empowerment at the centre of its marketing.
Minna Philipson, senior vice president and chief marketing officer of Pandora, said: “At the beginning of 2016 we launched a new brand communications platform and started an evolution of Pandora. We are still on a journey and getting ready to write the next chapter of our brand’s history.
“McCann understood the challenges and opportunities that lie ahead of us, and developed a range of innovative creative solutions for the coming year to help us become the world’s most loved jewellery brand.”
McCann London’s chief executive officer, Alex Lubar, added: “Pandora is already a powerful force in the jewellery industry. With the ambition they have there is an opportunity for the brand to play a much bigger role – one that we’re delighted to help realise.”
Other moves that Pandora has taken to strengthen its position in the jewellery market include partnering with Google and Jaywing’s search agency Epiphany to better understand the consumer journey.