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De Beers to cut marketing budget in US
Is taking cautious steps in the wake of a possible US recession in 2008
By: Diamond World News Service
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Jan 26 2008 12:00AM
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Reference: 1434  

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De Beers intends to slash US marketing budget according to National Jeweler. The media quotes the Diamond Information Center’s Sally Morrison as saying that the cutbacks have been propelled die to the global perception of the American economy heading for a recession in 2008. The cut implies that De Beers will be avoiding all female-targeted advertising for its Journey diamond jewellery and three-stone ring, and instead will concentrate on the male consumer. De Beers has also laid off 11 employees working in its campaign at JWT advertising firm.

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