World Gold Council China appoints PHD as media agency

World Gold Council China has appointed PHD China as its media agency. PHD China will drive media strategy and planning and buying duties to elevate the association’s brand awareness and encourage gold investment and gold jewellery consumption in the market. PHD China said it won the one-year contract after a pitch by displaying a deep understanding of the association’s high-net-worth consumers, in addition to its strategic approach to delivering business results through digital and data-led expertise impressed the association.

"While individual brands usually focus on their products and image, the World Gold Council allows us to promote gold jewellery and investment from the perspective of the industry," said Joey Zhao, CEO of PHD China.

"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,” Zhao added.

A spokesperson from World Gold Council China added, "The association is committed to playing an active role in the gold market and to exploring more acquisition channels. We also hope to promote innovation and gold consumption with various partners. PHD China’s approach is not only focused on media planning, but they also provide a plan for the association to effectively educate consumers about the gold industry."

The World Gold Council is the market development organisation for the gold industry. Its purpose is to stimulate and sustain demand for gold, provide industry leadership, and be the global authority on the gold market. According to information from the council's website, the council positions itself as the global expert on gold, leveraging its knowledge and experience to improve understanding of the gold market and underscore gold’s value to individuals, investors, and the world at large.
Formed in 1987 by some mining companies, World Gold Council has three core pillars to our mission in serving the gold market and its participants, including understanding, access and trust.

Currently, the council has six offices across the globe, with four of them in Asia. In addition to its Beijing office, the council also has its footprint in Shanghai, Singapore and Mumbai. Headquartered in London, the council also has an office in New York.

Related articles
PHD China secures Audi account in the country
PHD China wins Shanghai Jahwa account