How did the diamond industry become the global juggernaut it is today? The answer, as with so many other things, is advertising.
As we discussed in the previous video, prior to 1866, diamonds were rare, but not especially popular or prized gemstones. That all changed after the discovery of large diamond deposits in Kimberley, South Africa. The deposits were so huge they had the potential to transform diamonds from an obscure luxury into something so common every person on earth could afford one.
Today, diamond value stems stems from the culture significance they carry, which is largely manufactured via lavish, clever marketing campaigns. We have the Madison Avenue ad agency of N.W. Ayer & Son to thank for the brilliant "A Diamond is Forever" campaign that catapulted diamonds to the forefront of our cultural consciousness.
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Led Digital Marketing Efforts of Top 500 e-Retailers.
Worked with Top Brands at Leading Agencies.
Successfully Managed Over $50 million in Digital Ad Spend.
Developed Strategies and Processes that Enabled Brands to Grow During an Economic Downturn.
Taught Advanced Internet Marketing Strategies at the graduate level.
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