Signet Jewelers in Akron has hired three agencies to improve advertising and marketing for some of its major brands.
The national jewelry retailer said the agencies will support the three strategic priorities of Signet’s Path to Brilliance transformation plan: customer first, omnichannel, and a culture of agility and efficiency.
“They will strengthen our banner positionings to better meet customers’ needs through improved precision marketing, particularly in digital channels,” Bill Brace, chief marketing officer, said in a news release.
MediaCom will oversee media planning and buying for Kay Jewelers, Jared, Zales and Piercing Pagoda brands. MediaCom is charged with transforming Signet’s media investment to be more digital and data-driven.
Zimmerman was named the new creative agency and strategic partner for Kay Jewelers.
Badger & Winters will develop Signet’s Zales brand platform and extend it into integrated advertising and digital campaigns.
Signet shares plunged to $24.97 in mid-January to their lowest level in 52 weeks after the retailer said 2018 holiday sales fell short of expectations and that the company was revising downward its fiscal year outlook.
The company's holiday sales figures were released one day after Signet announced it was going to pay $11 million in federal and New York state fines for deceiving consumers over opening credit card accounts and selling credit insurance.