• by Larissa Faw , March 9, 2020

The Diamond Producers Association (DPA) is appointing Horizon Media media agency of record following a competitive review. In 2019, the DPA worked with Horizon on a project basis and this formal award of its media AOR business expands Horizon’s relationship to include strategic planning and activation across all media channels and touchpoints.

Now, Horizon will continue to work with the DPA to raise awareness of the Millennial-targeting communications platform, “Real is Rare, Real is a Diamond,” as well as trade advertising.

Last year, the DPA teamed with BBH London to track “The Diamond Journey” from its genesis to the finished piece set in jewelry. The pitch was based on the fact most consumers don’t realize diamonds are the oldest thing they will ever touch or own.

The ad campaign sought to primarily target those ages 21-39 with a media strategy that included digital partnerships with Conde Nast, The New York Times, Sports Illustrated, among others, as well as a social media presence. 

TV placements ran across ESPN and via a holiday movie sponsorship on Hallmark. There was also out-of-home messaging.

DPA’s 2019 ad budget was $19.51 million, about half its 2018 budget of  $38.34 million, according to Kantar Media.