Shanghai, China – Media agency PHD has been appointed by World Gold Council China to hold its media mandate. Through it, the agency will drive media strategy, planning and buying duties to elevate the association’s brand awareness and encourage gold investment and gold jewellery consumption in the market.
PHD China clinched the account by displaying a deep understanding of the association’s high-net-worth consumers. The agency’s strategic approach to deliver business results through digital and data-led expertise impressed the association.
A spokesperson from World Gold Council China shared, “The association is committed to play an active role in the gold market and to explore more acquisition channels, promote innovation and gold consumption with various partners. PHD’s approach not only focused on media planning, but they also provided a plan for the association to effectively educate consumers about the gold industry.”
Meanwhile, Joey Zhao, CEO of PHD China, commented, “While individual brands usually focus on their own products and image, the World Gold Council allows us an opportunity to promote gold jewellery and investment from the perspective of the industry.”
He added, “Our team has extensive experience in global media marketing and we will create a media strategy for the association in the new digital era, to further help consumers expand their knowledge and awareness of the gold industry.”
