NEWS: Optimedia to handle dual Asprey account

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.

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

month.



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