[London] De Beers LV has selected WPP Group's Red Cell to create an international campaign. The company, a joint venture between diamond firm DeBeers and luxury-goods group Louis Vuitton Moet Hennessy (LVMH), aims to promote its upmarket jewelry stores, which compete with Tiffany, Bulgari and Cartier. Established in 2001, it currently has stores in London and Tokyo but plans further openings. Red Cell's Paris agency Les Ouvriers du Paradis, which specializes in beauty and luxury, will be the lead agency on the De Beers LV account with input from HHCL Red Cell London. Red Cell pitched against independent M&C Saatchi, London, Omnicom's TBWA
London and French agency Air, Paris. The incumbent was DDB
-owned French agency Louis XIV, which won the account in 2002 and created ads featuring model Iman.