Home > Encyclopedia of Major Marketing Campaigns > De Beers Consolidated Mines, Ltd.

• In the Shadows
• Further Reading
• New Competition for De Beers
• No Ad Agency is Forever
• Further Reading

17 Charterhouse St.
London
EC1N 6RA
England
tel: 44 171 404 4444
fax: 44 171 405 7020
website: http://www.adiamondisforever.com

Overview

When in 1947 N.W. Ayer copywriter Frances Gerety set about to create a slogan for De Beers Consolidated Mines, she felt frustrated by a lack of good ideas. After praying late one night, she jotted down "A diamond is forever." When she awoke, she knew that she was blessed with a masterful slogan. "A diamond is forever" has...