PANDORA Jewelry Picks McCann London to Lead Global Campaign

By Erik Oster 

“Socially responsible” Danish jewelry brand PANDORA (not to be confused with streaming service Pandora) has selected McCann London to lead a new global campaign for spring/summer 2017.

McCann will be tasked with creating all above-the-line advertising for the campaign, as well as supporting other communications channels related to the effort. According to a statement, the campaign will mark “the first step in a new direction in terms of how the brand will be celebrating female empowerment through jewellery in the future.”

At the beginning of 2016 we launched a new brand communications platform and started an evolution of PANDORA. We are still on a journey and getting ready to write the next chapter of our brand’s history,” Pandora senior vice president, CMO Minna Philipson said in the statement. “McCann understood the challenges and opportunities that lie ahead of us, and developed a range of innovative creative solutions for the coming year to help us become the world’s most loved jewellery brand.”


“PANDORA is already a powerful force in the jewellery industry. With the ambition they have, there is an opportunity for the brand to play a much bigger role – one that we’re delighted to help realise,” added McCann London CEO Alex Lubar.

PANDORA selected Grey New York as its lead creative agency in the Americas back in January. Grey New York subsequently debuted its first work for the brand, a Mother’s Day campaign, in April.

The size of the client’s global media spend is not clear at this time. Also unclear is why British people spell jewelry with two Ls.