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
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.