NEWS: CIA triumphant in fight for pounds 25m Swatch task

CIA Medianetwork International has scooped the pan-European media co- ordination of the pounds 25 million advertising spend for the Swiss watch giant, Swatch.

CIA Medianetwork International has scooped the pan-European media co-

ordination of the pounds 25 million advertising spend for the Swiss

watch giant, Swatch.



The win, the latest in a clutch of new-business coups for CIA across

Europe this year, including Shell and Wrangler, came after a two-way

battle for the business.



CIA pitched for the account in a head-to-head against the Carat media

network, which already works with Swatch on UK media buying.



The co-ordination will be driven from CIA’s London headquarters but will

give CIA an overview of Swatch’s communications in nine European

markets, including the UK, France and Germany.



CIA will take control of the company’s strategic media approach across

Europe, including programme production and its multimedia activities as

well as having a strategic input into the media buying.



The strategic role aims to provide Swatch with a coherent pan-European

media approach, since the company’s media buying is handled by a variety

of different companies around Europe.



CIA’s remit will extend to providing strategic media planning for

Swatch’s UK media buying agency, YMG Carat, which has recently signed a

new contract for the UK media buying business.



CIA will also handle media buying for Swatch in pan-European press

titles and on pan-European TV.



Juan Plata, a director of CIA Medianetwork International, said that the

Swatch win was ‘a great endorsement of the strength of our integrated

communications approach and proven capability of delivering to

multinational clients’.



Swatch currently spends around pounds 25 million on its advertising

across Europe, including roughly pounds 3 million in the UK. The company

releases 150 new designs each year.



Swatch, created by the watch giant, SMH, in 1983, is the official

timekeeper at this year’s Olympic Games.



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