Marketing


At AngloGold Ashanti, our commitment to gold does not stop with exploration and mining but extends to its global marketing, downstream value adding activities as well as monitoring of consumer trends and perceptions.

AngloGold Ashanti strives to ensure a healthy market for gold and gold products through our marketing programme comprising projects designed to increase gold's desirability and grow gold demand, securing the future market for our product. The marketing initiatives form part of our focus to create shared value for our stakeholders and position AngloGold Ashanti as a responsible gold mining company.

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Gold Marketing Auditions
 

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AngloGold Ashanti's Independent Strategic Marketing Initiatives

AngloGold Ashanti runs its own strategic marketing initiatives, focusing on leadership of the gold jewellery market in the areas of design innovation, branding, marketing and retail. The aim of these marketing initiatives is to drive positive demand trends through addressing structural weaknesses in the gold jewellery market through initiatives such as AuDITIONS.


AngloGold Ashanti AuDITIONS

AuDITIONS is a global gold jewellery design competition hosted biannually in Brazil and South Africa. AngloGold Ashanti has been involved in establishing, organising and sponsoring gold jewellery competitions in many different countries. These events staged under the AuDITIONS banner have encouraged original and striking contemporary gold jewellery design, thus serving as powerful tools for the group’s ongoing promotion of its product.


Beneficiation Initiatives

AngloGold Ashanti has, over the years, committed itself to support the beneficiation of gold in its home market of South Africa. Beneficiation entails the provision of structural support to assist the growth and development of downstream industries in gold producing countries in which it operates.


Jewellery Sector Support

AngloGold Ashanti committed to support the jewellery sector in its home markets, including South Africa, Brazil and now Ghana. Through initiatives in this area, AngloGold Ashanti provides structural support to assist the growth and development of downstream industries in the gold- producing countries in which it operates. Such a strategy is designed to assist traditionally mining-focused economies to increase the value added to gold mined prior to export and to promote and develop domestic demand for gold and gold products.

In South Africa, activities undertaken in this context have included: a 25% investment in South Africa's largest gold jewellery manufacturer, OroAfrica , support for training projects such as the Soweto Jewellery School and Vukani Ubuntu as well as research into the gold value chain and support for a Gold Advance Scheme designed to facilitate cost-effective financing of gold inventory for the South African jewellery sector.

In both South Africa and Brazil, AngloGold Ashanti has staged gold jewellery design competitions, now under the banner of AuDITIONS, to promote the development of gold jewellery design in these markets. Activities undertaken by AngloGold Ashanti Marketing Brazil have been diverse and have included funding for a gold alloy research laboratory at the Centre for the Study of Gem and Jewellery Design at the State University of Minas Gerais (UEMG) and support of the Zuzu Angel Fashion Institute in Rio de Janeiro, an institute which aims to promote key sections of the Brazilian economy, including the jewellery manufacturing sector, by harnessing local and flair creativity.