To figure out the kids, the DPA turns to Mother

Mother New York has done campaigns for Microsoft, Target, Stella Artois beer and did the fall campaign for CK (Calvin Klein) Jeans, “Meet Us,” which shares real-life stories told through the exchange of text messages.

DPA board member and Alrosa Vice President Andrey Polyakov said what impressed them about Mother New York was the agency’s understanding of modern culture and the innovative work they’ve produced for lifestyle brands that appeal to millennials. 

DPA Chairman Jean-Marc Lieberherr said the appointment of Mother New York as its global strategic marketing partner is the “next step in building world-class marketing capabilities to support the DPA’s mission of growing long-term demand for diamonds.”

The two will work together over the next few months to develop a marketing strategy.

The DPA’s decision to go with Mother New York comes a month after its announcement that longtime jewelry industry marketer Sally Morrison was joining the DPA as its managing director of marketing, and the appointment of Lieberherr as chair and De Beers’ Stephen Lussier as the DPA’s vice chair.

Formally introduced in Las Vegas this past May, the DPA is comprised of the world’s biggest diamond miners, including Alrosa, De Beers and Rio Tinto, and is working to enhance consumer demand for and confidence in mined diamonds.