Toth Brand Imaging has added diamond jewelry manufacturer Kwiat to its client roster.
The Concord, Mass., agency's first campaign for Kwiat will initially focus on image building for the New York client, which is a "sight-holder" for the Diamond Trading Co., formerly known as DeBeers. As a sightholder, Kwiat receives a shipment of diamonds from DTC about once a month, transforming them from their rough state to polished loose stones and mounted jewelry, which it then sells to retailers.
The Kwiat account had been handled by New York's Freedom Media, which created ads that ran in publications such as InStyle, Elle and Town & Country. Kwiat ad spending in 2000, per Competitive Media Reporting, was $1.5 million, though the client is expected to expand its program with Toth.
Kwiat, which selected Toth after reviewing undisclosed contenders, based its decision on the agency's considerable retail experience. "If they're good enough for Tommy Hilfiger and Ralph Lauren, they're good enough for us," said Kwiat spokesman Bill Gould, citing the rapid growth of Hilfiger through the 1990s, powered by trend-setting Toth print campaigns. Toth and Hilfiger parted in 1998.
"We're a leading brand in our category, but we're not very well-known" and Toth has been hired to remedy that situation, Gould said.
The campaign will include corporate identity, collateral, direct mail and internal communications, followed by national print efforts expected to break in early 2002, according to Toth COO Dick Emerson.
Media buying will be handled through Kerwin Communications, West Caldwell, N.J.
For Toth, the win represents its first foray into fine jewelry marketing, adding the category to Toth staples such as apparel, shoes and fragrance.
"We have built a reputation for building brands for apparel and fashion. Now we're taking that expertise and expanding it to include other categories. Fine jewelry is a logical step," Emerson said.
This is the second major retail win for Toth in recent weeks. Last month, it picked up advertising chores for VF Corp's Riders Apparel, a sister brand of Wrangler.