Optimedia is understood to have picked up the media planning and buying
for the Asprey-owned Watches of Switzerland and Mappin and Webb brands,
worth about pounds 2.5 million.
The media for both brands has been handled in-house for the past few
months, but before that was serviced by CIA Medianetwork. Creative is
also handled in-house.
Optimedia is believed to have secured the business by offering the
client a creative media strategy. In the past, the client has focused on
executions in the Daily Mail, Evening Standard and women’s press.
This week a campaign for the Watches of Switzerland brand, Rolex, broke
in the Financial Times and featured an ad in the middle of the share-
price pages, a first in the FT.
Pete Russell, the new-business director at Optimedia, admitted the
agency was responsible for the Rolex campaign, but was unwilling to
confirm the entire win.
He said: ‘The Rolex win was based on our ability to do things in a more
creative way, rather than just babysit the account. The FT site for
Rolex was unique and it hadn’t been done before.’
Watches of Switzerland is a watch distributor responsible for brands
such as Rolex, Tag Heuer, Breitling and Gucci. Mappin and Webb is an
upmarket jewellers. Asprey was bought by Prince Jefri of Brunei last