Signum Appoints Endeavor’s 160over90 as First Cultural Marketing Agency of Record

Endeavor’s cultural marketing agency 160over90 announced its appointment as cultural marketing agency-of-record (AOR) for Signum, the entrepreneurial diamond company focused on technology, transparency, self-expression and positive impact in a category not historically known for its transparency or innovation.

160over90 is developing a consumer positioning platform for Signum, the recently launched brand under the HB Antwerp portfolio, which aims to bridge the physical and digital worlds in the diamond industry. As its first cultural marketing AOR, 160over90 will work with Signum to support the transparency, innovation and technology, as well as the positive societal impact mission of the brand. The two companies are working together at a global level to realize 160over90’s cultural and branding expertise while leveraging the full breadth of Endeavor’s ecosystem, from talent to film to content to events and beyond.

“We undoubtedly have ambitious goals to transform the diamond industry – in technology, environmental responsibility, community building and so much more,” said Rafael Papismedov, co-founder, HB Antwerp and Signum. “With that, we needed a forward-thinking partner who values the Signum mission and will lead the charge in bringing awareness for the brand and its natural fit in the cultural lexicon. For us, that partner is 160over90, and we are excited about the potential of this formidable partnership.”

“This is a company and a brand we are particularly excited by,” said Nick Phelps, EVP at 160over90. “It’s evident HBAntwerp is onto something special, not just from an entrepreneurial diamond supplier standpoint, but a total ‘peek around the corner’ into what’s incredibly impactful in sustainability and tech. We are eager to raise awareness for HB Antwerp’s Signum brand which, I assure you, is one to watch.”

The relationship began in at the start of summer 2022 and was awarded to 160over90 as part of a competitive pitch. The agency’s work will begin to roll out in late 2022 and early 2023.