DRIVING DEMAND FOR GOLD
World Gold Council was founded in 1987 by the world’s leading
gold producers to give gold a unified marketing and promotional voice.
A commercially driven marketing organisation, World Gold Council aims
to stimulate demand for gold in all its forms: as jewellery, as a
financial asset and as an industrial product.
The jewellery sector is of great importance to World Gold Council
because it accounts for around 75 percent of gold demand. WGC’s
jewellery programmes are carried out in the most important international
markets with projects that include:
- ONLY GOLD – WGC’s latest global advertising campaign
which draws on gold’s unique history, legends and traditions
and reinterprets them with a modern twist. The campaign is running
in the USA, China and Italy, with launches planned for 2008 in the
Middle East, India & Turkey;
- ‘Gold Expressions: the Language of Italian Design’,
a product development initiative to promote the best of Italian
gold jewellery designs in key markets around the world;
- Local regional campaigns such as the ‘K-gold’ initiative
that promotes 18K gold jewellery in China and the exclusive wholesale
partnership for Gold Expressions in USA.
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The investment team provides easily accessible information on gold
market fundamentals to the investment community. The core programme
explores the strategic role of gold in investment portfolios and gold’s
key investment qualities. A WGC priority over recent years has been
the development of gold ETF products, which allow retail and institutional
investors easy and cost effective access to gold. WGC has been instrumental
in bringing exchange-traded gold to investors via registered stock
exchanges around the world, including New York, London and Johannesburg.
The industrial group within World Gold Council promotes the practical
uses of gold as a catalyst, and researches the roles it can play in
science and new technology across industries from electronics to medicine,
dentistry and chemicals. Utilisegold.com, the dedicated website recently
launched by World Gold Council, connects buyers and sellers of gold
products and provides up-to-date news for the industrial and scientific
communities.
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WGC has a globally integrated network of offices sharing the same
vision for the industry and possessing powerful relationships with
key industry players. Office staff in the Americas, Europe, the Middle
East, India and the Far East develop local trade contacts and form
strategic alliances with partners who also actively seek to build
gold sales in the long term, through local and international communications
in support of retailers, manufacturers and the trade industry.
No other organisation supports the development of the global gold
industry in such an integrated manner. It is this approach that allows
World Gold Council to create marketing opportunities across such a
wide range of targeted audiences.
www.gold.org
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