Doner, Helzberg Diamonds Are Not Forever

DETROIT Independent agency Doner and jeweler Helzberg Diamonds have parted ways over a difference in strategy, according to the shop. Doner has held the account since 2002.

“Over the past few years, we have enjoyed working with Helzberg Diamonds. However, strategic differences in the direction of the marketing have led to this mutual decision to part ways,” said Alan Kalter, chairman and chief executive officer of the Southfield, Mich., agency in a statement.

Doner’s most recent work for the North Kansas City, Mo., company broke during the holiday season and centered on the company’s signature burgundy box. The campaign employed the Southern culture of the Skids song, “Mojo Box,” and featured a man being eyed by women as he passed them with the present. “Confidence comes in a burgundy box” was the tagline in the spot.

The company spent $13 million on advertising in 2003, but only $5 million from January through October 2004, according to TNS Media Intelligence/CMR. The company’s heavy spending traditionally comes during the November and December holiday season.