Tiffany & Co. to Shake Up Advertising Strategy Under LVMH
Tiffany & Co. has canceled its decades-long daily ad in the New York Times as Anya Taylor-Joy is spotted shooting a campaign for the jeweler.
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.
WWD has learned that after 30-plus years, Tiffany has recently discontinued its daily print ad within the New York Times. The jeweler’s stalwart ad had appeared each day in the top right corner of page three, a premium placement that was essentially at eye level as soon as readers turned the page from the paper’s cover. Tiffany is said to have run its first ad in the New York Times in the late 1800s.
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.
This comes as Tiffany sharpens its messaging, particularly on social media where the jeweler’s account is now taking a decidedly less corporate tone. There is a new emphasis on the jeweler’s rich archives and more enterprising designs. Arnault himself has also opened up his personal social media account for questions and comments as he steers Tiffany in a new direction.