Zale Corporation, home to mall staple Zales Jewelers as well as Zales Outlet, Gordon’s and Canada-based Mappins Jewelers and Peoples brands, has awards its creative and media business to GSD&M Idea City. In a statement, Zale CMO Richard Lennox says, “Because of their solid strength in building brands and creating effective messaging, GSD&M Idea City is a great fit for our advertising needs. We look forward to working with their talented team to build momentum around the Zale brands.”

GSD&M Idea City will be responsible for the usual print, online, TV, radio and OOH efforts on the Zale account, which was previously handled by The Richards Group. According to Idea City, there was no review; instead, the agency connected with Zale through a former client. As far as media duties go, GSD&M will be only be handling media in the U.S. while ZenithOptimedia will continue taking care of Canada.

The first creative work for Zale under Idea City’s watch is expected to break in early 2011.

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