Y&R beats off three to scoop pounds 10m task for Longines brand

By HARRIET GREEN, campaignlive.co.uk, Friday, 31 January 1997 12:00AM

Young and Rubicam has won the pounds 10 million worldwide Longines watches account after a competitive pitch between agencies from four separate networks in four major European cities.

Young and Rubicam has won the pounds 10 million worldwide Longines

watches account after a competitive pitch between agencies from four

separate networks in four major European cities.



The other agencies involved were the Lowe Group in Frankfurt, DMB&B in

Milan and Publicis in Paris. They all pitched against Young and Rubicam

at the Longines headquarters in Switzerland.



Longines, which is owned by the watch giant, SMH, spent pounds 250,000

in the UK last year, using creative work that originated from a local

agency in Zurich.



The luxury watch brand wants to streamline its image globally, and the

appointment of Young and Rubicam is Longines’ first attempt to create a

worldwide consumer branding campaign.



Young and Rubicam’s first work will appear in the summer, starting with

a global press campaign backed by a 60-second cinema commercial in the

UK and TV spots in Asia, including Japan. Global broadcast media such as

CNN will also be on the media schedule.



Toby Hoare, the chief executive of Young and Rubicam, said: ’The

pitch-list was put together in an interesting way, with local agencies

from big international networks chosen on the basis of their creative

credentials.



’Longines is a huge brand and we have created a clever but simple

campaign that will run everywhere.’



This article was first published on campaignlive.co.uk

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