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DPA Relaunches as the Natural Diamond Council
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The Diamond Producers Association (DPA) has unveiled a new name and strategy it hopes will resonate with younger consumers and position it as a leading digital publisher of information about diamonds.The category-marketing organization is now the Natural...
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Marketing
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Jun 01, 2020
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Rapaport News
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DPA to Rebrand, Abandon ‘Real Is Rare’
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The Diamond Producers Association (DPA) has revealed plans for a radical overhaul that will see it change its name and drop the “Real Is Rare” tagline.Starting June 1, the marketing group will unveil a fresh...
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Marketing
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May 19, 2020
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Joshua Freedman
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DPA Appoints North America Chief
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The Diamond Producers Association (DPA) has appointed former VanCleef & Arpels marketing executive Kristina Buckley Kayel as managingdirector for North America. Buckley Kayel will be in charge of developing andimplementing the DPA’s consumer-marketing and...
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Marketing
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Jan 06, 2019
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Rapaport News
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DPA Publishes New Video to Lure Millennials
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The Diamond Producers Association (DPA) released a short documentaryentitled “Why Real is Rare” that explores how and when couples realize theirconnection has become a commitment.The video is the latest move in the DPA’s marketing campaign...
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Marketing
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Nov 03, 2016
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Rapaport News
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DPA Campaign Focuses on Imperfect Relationships
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The Diamond Producers Association (DPA) launched anadvertising campaign that breaks with tradition by featuring imperfectrelationships and emphasizing “real” and “precious” human connections.The group released two “provocative” commercials telling thestory of couples on life...
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Marketing
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Oct 09, 2016
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Rapaport News
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