The company is aiming to improve the profile of its 425 H Samuel stores and shed its relatively downmarket image. The group also owns the more upmarket chains Ernest Jones and Leslie Davis.
BMP's appointment comes just six months after Signet hired Maher Bird Associates for the same task. The relationship is thought to have ended due to creative differences. BMP is understood to have secured the account after a close-fought pitch for the business with Bates UK. M&C Saatchi and Saatchi & Saatchi also pitched for the work. The account is worth just over £1m.
The review was overseen by Signet UK marketing director Nick Hamley, who was promoted to the group role 12 months ago, with responsibility for all three brands. He was previously marketing manager for H Samuel.
Signet was formerly known as Ratners, but was forced to rebrand in the 80s following chairman Gerald Ratner's infamous remark that some of its products were "crap".
BMP's appointment follows the group's announcement that sales had increased 5.3% to reach £81m for the year to February 1, thanks partly to a strong performance in the US. Signet has about 1000 outlets in the US and 700 in the UK.
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