GREY NORTHWEST CAMPAIGNS FOR SPENCE DIAMONDS
By Adnews Staff
Grey Worldwide Northwest of Vancouver broke its first campaign for Spence Diamonds earlier this summer after winning the Vancouver-based diamond retailer's radio advertising account in an agency review. The campaign, which introduces a new tagline and spokesperson for Spence, is running in Vancouver, Calgary, Edmonton and Toronto. For the past 25 years, the diamond retailer has produced its own radio creative featuring company founder and president Doug Spence as spokesman. According to Grey, the new campaign builds on the reputation previously established by Doug Spence in the company's radio advertising by introducing a new, younger voice. The spots also offer listeners tips and advice on marriage and relationships. One spot targeting younger couples advises, "Let your husband eat off your plate. Men just want to taste everything." The new tagline, "Give a diamond with all your heart, but use your head to buy one," targets a more "savvy" customer, according to the agency.