BIZ DEV: Epsilon Wins Gemological Institute of America

Following a review managed by Bob Wolf Partners/TPG, Epsilon was named agency of record for GIA (Gemological Institute of America), charged with creating a consumer outreach campaign. The agency bested M&C Saatchi for the win. Shand Group previously handled the account. This is the second agency of record win for Epsilon. Earlier this year, it was named agency of record for Del Monte beating FCB and Ogilvy.

GIA is the creator of the 4Cs (color, clarity, cut and carat weight) of diamond quality and the International Diamond Grading System, used by most jewelers worldwide.

Epsilon will develop a campaign to build awareness for GIA's 4Cs, International Diamond Grading System and Diamond Grading Reports.

The agency will oversee creative, strategy, media planning, analytics, digital marketing, social media and materials for GIA's retail support program.

"In today's increasingly complex digital landscape, it's important to understand what drives consumers, and how to communicate to them in a meaningful way," said Kathryn Kimmel, senior vice president and chief marketing officer at GIA. "We engaged Epsilon knowing they could deliver on three key initiatives: developing creative that speaks to our target consumers, transforming GIA's digital footprint and creating efficiencies in media spend."

GIA spent $1.3 million on measured media in 2015, according to Kantar Media.



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