To: goldsnow who wrote (55172 ) 6/26/2000 1:47:00 PM From: long-gone Respond to of 116788
AngloGold and Credit Suisse First Boston Unite to Promote Gold Marketing Date: Monday, June 26, 2000 (25 June, 2000 ? Paris, France) ? Today, a glamorous gold jewellery show was held in the world?s centre for fashion. Co-hosting the event was an unusual combination of AngloGold, the world?s largest gold company, and Credit Suisse First Boston, one of the world?s leading investment banks and gold bullion trading houses. The two expect sweeping changes to take place as the industry shifts its focus towards gold demand and marketing. At a dinner at the Mus‚e Rodin, attended by key members of the gold industry and sponsored by CSFB, impassioned speeches about the need for the gold industry to vamp-up its marketing efforts were delivered to 150 commercial and central bankers, gold producers, analysts, traders, investors and manufacturers. The dinner was held as a kick-off to the Financial Times Gold Conference in Paris, being held on 26 and 27 June, to set the tone for discussions on gold marketing. The dinner arose from a shared perspective by AngloGold and CSFB that gold marketing needs more consumer focus and that funding for marketing should be more widely shared amongst the gold industry. These views are echoed by industry commentators who feel that greater support for a major marketing effort would be more forthcoming if current gold marketing bodies are restructured and their objectives more focused towards consumer marketing. Other industry pundits have recently suggested that funding for gold marketing should come from sources other than just producers. A spectacular fashion show of exquisite handmade gold jewellery from around the world was hosted by AngloGold to illustrate how design competitions can be an effective marketing tool to highlight gold?s glamour and versatility, promote design inspiration and enhance the desirability of high carat gold jewellry. The event served to highlight the enormous relevance of gold jewellery industry to the gold market - over 80% of gold is used in jewellery manufacturing. ?As the largest producer in the world, AngloGold has a responsibility to help stimulate demand for gold, to ensure continued growth of our industry, ? said, Kelvin Williams, executive director, marketing, AngloGold. ?We are the largest supporter of the global marketing of gold as our annual contributions to the World Gold Council exceed US$9 million. The company also allocates an additional US$11 million to its own marketing initiatives that focus on enhancing the image and desirability of gold, expanding applications for gold and improving access to gold. However, we need more support from our industry.? . Simon Ford, managing director of precious metals at Credit Suisse First Boston explains, ?CSFB is committed to ensuring the continued health of the gold industry on which our business is based. We feel very strongly that the industry needs to refocus its attention towards improving demand and away from the obsession of recent years with gold supply. The critical source of oversupply was stemmed last year by the European Central Bank agreement. That was more than the gold industry could have hoped for. Now it is time to turn the tide of demand. Gold is a wonderful consumer product. We bring together at the dinner in Paris, the producers and central bank suppliers of gold with the banks, refiners, manufacturers, retailers and editors of the gold fashion industry. We hope this event is a catalyst for the industry to rejuvenate itself and we will support any initiative to increase gold demand." Compared to competing consumer goods the current spending levels on gold marketing, when set against the size of the market for gold jewellery, are extremely low. The intention shared by AngloGold and CSFB is to raise awareness among the gold industry as to the relevance and benefits from a more active marketing strategy on the part of the gold industry as a whole. . anglogold.co.za