How did we know Kay, Jared & Zales Jewelers were going into Review??
Steve’s breakdown: Simple. We have contacts throughout the industry who talk to us. And it happens more than you think because we usually don’t talk about our “human sources”. (and that’s the way they like it)
So next time you see a post like the one we published in December (see below) ya just might want to get into gear because no one else is reporting on the review. Nobody!!
The company announced it has hired the New York-based cable and communications firm MediaCom “to oversee all media planning and buying for its four U.S. banners: Kay, Jared, Zales and Piercing Pagoda.”
It also has engaged Florida’s Zimmerman as its new creative agency for its Kay Jewelers stores to “help apply its strategic focus and retail experience to build on the iconic Kay brand and help return it to market-leading growth.”
It was only the culmination of a long slide, though. Signet had been trading at more than $60 a share in October after briefly topping $65 per share last September.
The new agencies will improve the company’s outreach and market position, Signet chief marketing officer Bill Brace said.
“Our new partners will optimize our promotional effectiveness as we continue to build our Culture of Agility and Efficiency as part of our Path to Brilliance transformation plan,” Brace said in a news release. “They will strengthen our banner positionings to better meet customers’ needs through improved precision marketing, particularly in digital channels.”
The new partners also are promising results.