Pandora Jewelry Selects Grey N.Y. as Its New Creative Agency

First work will break before Mother's Day

Grey New York was tapped as the creative lead, in the Americas, for jewelry manufacturer Pandora after a review with WPP corporate siblings Young & Rubicam and JWT.

In addition, Pandora named WPP's Maxus network as its media agency and the U.K. holding company's Cohn & Wolfe unit as PR lead. Grey, which has been charged with traditional, digital and co-op advertising tasks, expects its first work to break this spring in conjunction with Mother's Day on May 10.

Measured media ad spending in the U.S. for Pandora is estimated at around $60 million. The brand had reportedly been working with agencies on a project basis, with no incumbent per se.

Founded in 1982 and based in Copenhagen, Denmark, Pandora sells its jewelry in more than 80 countries. The brand positions itself as a responsible manufacturer when it comes to the environment and employees. At Pandora's Gemopolis, Thailand factory, for instance, where 6,800 staffers make the company's jewelry, employees are offered "competitive wages and benefit packages" that include free meals, bus transportation, scholarships, library services, maternity classes, extra holidays, sports activities and social events, according to the company's website.