Japanese watch manufacturer Seiko has appointed Interfocus to a new £4 million pan-European creative account.
Interfocus will attempt to create a new look for Seiko, designed to appeal to a younger, more fashionable, audience. Interfocus pitched against an undisclosed agency to win the account.
The new creative account will cover all Seiko brands in Europe. Seiko branding work will start to run in early summer in European glossy lifestyle magazines. A new campaign for the Pulsar brand is due next month.
Interfocus' work will be used first in Europe and then may be extended to other regions. It will form the basis for an integrated communication drive, which includes PR and online, to develop the Seiko brand.
Interfocus was already on the Seiko roster following its acquisition of Osprey last year. Osprey won the £5 million pan-European account to launch the Pulsar Kinetic watch. Zenith handled press and TV buying.
Seiko also advertised last year around the Olympics, which it backed as an official partner.
Robert Wilson, marketing director for Seiko Europe, said: "The new campaign created by Interfocus was selected because it has a strong strategic base for the Seiko brand as a whole and will showcase a new series of Seiko watch collections, each targeted to specific and diverse target groups."