# Professor Thomaï Serdari comments on the Diamond Producers Association's advertising geared towards millennials

1 Faculty News June 2, 2016 ![Financial Times logo](/sites/default/files/styles/246w/public/assets/images/uat_025699.jpg?itok=5SpaxEbn)>

Excerpt from the [Financial Times](http://www.ft.com/cms/s/2/9e8c5b9c-225f-11e6-9d4d-c11776a5124d.html#axzz4AQ7Dterl) -- "'Brands need to create a story that feels authentic to a consumer who has been overexposed to traditional advertising messages,' \[[Serdari](http://www.stern.nyu.edu/faculty/bio/Thomai%20Serdari)\] says."

[Read more](http://www.ft.com/cms/s/2/9e8c5b9c-225f-11e6-9d4d-c11776a5124d.html#axzz4AQ7Dterl)