NEWS: Leagas Delaney grabs Patek Philippe trophy

Leagas Delaney has picked up the pounds 10 million global advertising for the world’s most expensive watches from the Swiss manufacturer, Patek Philippe.

Leagas Delaney has picked up the pounds 10 million global advertising

for the world’s most expensive watches from the Swiss manufacturer,

Patek Philippe.



The agency is believed to have beaten off competition from Bartle Bogle

Hegarty and M&C Saatchi to land the business, which will accompany

Harrods and Porsche at the upmarket style end of its client list.



Creative and strategic pitches were held before the company’s Geneva-

based owner, Philippe Stern, his recently appointed marketing director,

Hugues-Olivier Bores, and marketing staff from other parts of Europe and

the US.



The account had been held by Bozell Worldwide through its Geneva office,

but it is understood to have declined to take part in the review.



Bruce Haines, the chief executive of Leagas Delaney, said: ‘This is a

pitch which excited the whole agency. We are thrilled to get the

business.’ No decision has been made on the media work, although

Initiative Media pitched alongside Leagas Delaney and is also tipped to

scoop the business globally.



Patek Philippe’s position at the pinnacle of the watch market is based

on a 150-year history of making all of its own components, as well as

the timepieces themselves. Its selling point is high-quality combined

with exclusivity. Patek Philippe has not produced as many watches in its

entire history as other upmarket makers such as Rolex do in a single

year.



The brand is a collector’s item, with some items taking up to nine

months to build.



Recent campaigns for Patek Philippe have been more skewed towards women

after research showed that ads emphasising values such as quality,

craftsmanship and value-for-money were more successful with men. A

glossy print campaign was launched in 1993 with the theme of women’s

daydreams.



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