Communication

Beside is the Worldwide advertising

spend by Tiffany in the last 5 years

How Tiffany and Co. manages uniformity in its communication across

geographies?

Tiffany & Co., is a geographically diverse organization with operations in around 30 nations, it is
continuously adding new locations in new areas. Good communication is therefore central.

The fundamental move is to standardize procedures and then socialize activities on a daily
basis. As a consequence, everyone is told of what they ought to do, what they are not permitted
to do, and who to go to for advice and approval. It is very easy for communications to be
misinterpreted through language and cultural differences

A central instrument in achieving this understanding is the company's video conferencing

network. Treasurer Connolly claims that the effectiveness of any project is crucial to ensuring a
substantive, two-way dialogue on complex matters. She says, "We have to listen carefully to our
colleagues to make sure they understand us, and their arguments are heard by us, just as
importantly." We see their reactions in a video conference and can promote engagement and
discussion,” she said.

Another advantage of a virtual meeting place is that it improves ties with their colleagues around
the world for the treasury team in the U.S.
 Controversy in the past because of communication

A tweet with a picture of a

Chinese model covering one eye
after a backlash over speculation
was removed by Tiffany & Co.
The ad was a veiled declaration of
support for pro-democracy
demonstrators in Hong Kong.

While covering her right eye with

her hand in the commercial,
model showed off a Tiffany ring,
which critics likened to a pose
adopted by Hong Kong protestors
after clashes with police left two
women with eye injuries.

Video Advertisements

1. Will You campaign

Tiffany is most famous for engagement rings. This advertisement captures the emotions a
couple goes through when they go through the proposal. Tiffany reached new heights by
including a same sex couple in their communication thus spreading the message of inclusivity.

2. Believe in Dreams Campaign -2018

In its 181st year of being Tiffany created the “Believe in Dreams” campaign is a modern
interpretation of the historical legacy of Tiffany."It confirms the brand message that" New York is
a place where anything can happen, and where dreams come true is where Tiffany is. In this
interaction, the paper flower selection was initiated. It showed people doing graffiti on the streets
of New York with rap music in the background.

3. Tiffany Holiday Campaign-2

The story showcases a guy stuck in heavy snow when he is going to meet his girlfriend.
Meanwhile the girl is shown to be getting ready to go out. The guy decides to run and reach in
time to surprise her with a holiday gift which is in the Classic Blue box. The tagline is There are
gifts you give and there are gifts you can’t wait to give. All tiffany holiday advertisements feature
the classic blue box of Tiffany.
Print Advertisements

1. Classic 1966 Campaign

“She doesn’t expect the Tiffany Diamond… just a

Tiffany diamond.” is a witty one liner which conveys the weight
the Tiffany name carries .

Aside from all the talk of jewellery ads, anybody who has ever
bought a piece of jewellery for their loved one knows the sort of
weight that the name Tiffany & Co. brings. This ad's plain,
understated nature does a great job of illustrating that reality.

2. Its for Life Campaign

In the animal kingdom,

monogamy is very rare, since
animals themselves also have a
strong instinct to in order to
prevent extinction, breed.

There are, however, several

unusual species forming
monogamous pair bonds that last
for several years or even all their
lives. One of those faithful animals
the French angel fish, the Adele
penguin and swan are shown in
this ad.

The focus of the campaign was

engagement and young couples
who are about 20 to 30 years old
are the target audience.
3. Love is heaven sent campaign

Valentine's Day print campaign with "Love is in the Stars" as a focus. The ethereal
elegance of Tiffany's jewelry is synonymous with drawings inspired by the ceiling of
Manhattan's Grand Central Station. In the overcrowding of red hearts that makes up
Valentine’s Day marketing for most companies, Tiffany took inspiration from the skies
and their iconic blue to celebrate love and stand out from the crowd.

4. Save the Charm Campaign

Tiffany & Co had "Save the Wild" line of jewelry as a part of

its CSR program. The business, which was launched in
2017, said its environmentally friendly program is part of a
continuous dedication to sustainability and conservation.
In reality, 100% of the proceeds from its Save the Wild Collection will be donated to support
projects such as elephants, rhinos and lions to protect endangered species.

Consumer testimonials -Stories of Modern couples

This captures couple diaries which everyone can relate to. Since Tiffany’s signature is
engagement and couple rings they do a lot of communicatio for this particular segment.
The couples belonging to different nationalities and communities thus reinforcing
Tiffanys stand for inclusivity and new age ways