A mining flute (R) stands guard over some of the 250,0000 piles of dirt excavated from the opal mines that litter the outskirts of Australian frontier town Coober Pedy in outback South Australia 09 May 2000. A population of 3,500 people from 48 different nationalities live in the lunar-type landscape with 50 percent living in underground homes and are serviced by underground churches, bars, hotels and restaurants while hope to make their fortune mining the opals. (ELECTRONIC IMAGE) AFP PHOTO William WEST (Photo credit should read WILLIAM WEST/AFP/Getty Images)

The Diamond Producers Association (DPA) has announced the appointment of creative agency Mother New York as its global strategic marketing partner.

Mother New York will collaborate with the DPA to uncover how the unique promise of diamonds can connect with a new generation.

Jean­-Marc Lieberherr, chairman of the DPA, says: “Following the appointment of Sally Morrison as managing director of marketing, the appointment of Mother New York is the next step in building world­class marketing capabilities to support the DPA’s mission of growing long­term demand for diamonds. Over the next few months, the DPA will work closely with Mother New York to develop a powerful marketing strategy.”


DPA board member and Alrosa vice president Andrey Polyakov adds: “We were impressed with Mother New York’s deep understanding of modern culture and with the very innovative and impactful work they’ve produced for important lifestyle brands that matter to millennials. We are looking forward to joining forces with Mother New York’s talented team.”

Charlie McKittrick, head of strategy at Mother New York, comments: “We are very excited to be working with the DPA, as there is no more fascinating strategic challenge out there. We are looking forward to working with Sally and the board on this. We see it as a unique opportunity to create something of enduring value.”

The DPA formed in May 2015, and is a consortium of diamond mining companies comprising Alrosa, De Beers, Rio Tinto, Dominion Diamond Corporation, Lucara Diamond Corporation, Petra Diamonds Ltd. and Gem Diamonds.

The DPA’s objectives include enhancing consumer demand for and confidence in diamonds including through joint category marketing initiatives.