Tiffany & Co. is seeing major changes to its marketing mechanics. The first tides of the jeweler’s overhaul by LVMH Moët Hennessy Louis Vuitton are being felt in the company’s public positioning and advertising.
Tiffany is reevaluating its ad strategy under the direction of Alexandre Arnault — who had previously pivoted Rimowa’s marketing strategy toward mostly digital buys. Tiffany is said to be continuing its relationship with the New York Times with nearly similar spends, just on a primarily digital front. There are also plans for more impactful print ad packages. A Times spokesperson did not respond to requests for comment.
No doubt, Abu-Nimah’s eye was involved on set in New York City on Tuesday where budding A-list actress Anya Taylor-Joy was photographed for Tiffany’s first campaign under LVMH’s watch. Paparazzi photos see Taylor-Joy strolling arm-in-arm with model Alton Mason along Fifth Avenue, not too far from the Tiffany & Co. flagship.In photos, the actress is seen wearing a statement gold necklace molded to look like two cables intertwined in a knot.
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