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De Beers Hands China PR Brief To Ruder Finn As Luxury Budgets Hold Steady
Holmes Report
Holmes Report
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De Beers Hands China PR Brief To Ruder Finn As Luxury Budgets Hold Steady

Diamond giant De Beers has handed its China PR brief to Ruder Finn, one of a number of new luxury account wins for the independent agency.

Holmes Report

SHANGHAI—Diamond giant De Beers has handed its China PR brief to Ruder Finn, one of a number of new luxury account wins for the independent agency. 

The company, which entered China in 2011, has hired Ruder Finn on retainer for strategic counsel, China press communications and projects management.

De Beers currently operates six stores in major Chinese cities, helping to lead its global growth.

Separately, Ruder Finn has also landed new retainers from Diesel, Boucheron and Blancpain, solidifying the firm's luxury credentials in China.

For Diesel and Diesel Black Gold, Ruder Finn will provide strategic comms and media relations. The clothing brand has 21 stores across the mainland and is expected to expand more.

Similarly, Ruder Finn will oversee China PR for watch and jewelry house Boucheron and watch manufacturer Blancpain.

In addition, the firm has been hired to oversee a series of projects for designer brand Michael Kors, following a competitive pitch.

Ruder Finn SVP and Shanghai GM Gao Ming pointed out that recent media reports suggesting a slump in Chinese luxury consumption are misguided, particularly where PR budgets are concerned.

"Although growth has slowed compared to the double-digit expansion of the past decade, the China market is still very much a key driver," said Ming. "Despite some budget cuts in advertising, Ruder Finn has not experienced any substantial cuts in PR budgets. In fact, we’re  now seeing bigger budgets being put into integrated PR communications programs.”

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