CIA set to work with Y&R on strategy for Swiss watch brand business

CIA Medianetwork International has scooped the international media planning and buying business for the Swiss watch brand, Longines.

CIA Medianetwork International has scooped the international media

planning and buying business for the Swiss watch brand, Longines.



CIA Medianetwork won the task for the watch brand after pitching to

Longines in Switzerland. No other media agency was involved in the

pitch.



The media task will involve co-ordinating all of Longines’ international

media spend for 1997 and beyond, and will go further than a simple spot

and space proposition into the development of a fully integrated

campaign.



CIA Medianetwork will handle the business from CIA’s London

headquarters.



All local media buying will remain with the local media agencies.



Young and Rubicam picked up Longines’ worldwide advertising account at

the beginning of the year (Campaign, 31 January) and CIA will now work

with Y&R to devise a new strategy to relaunch the Longines brand

positioning.



The creative and media appointments represent Longines’ first attempt to

create a worldwide consumer branding campaign and to streamline its

communications on an international basis.



Juan Plata, a director of CIA Medianetwork, said that the Longines win

’is a superb endorsement of the ’can do’ attitude towards integrated

communications which we’ve demonstrated for Swatch’.



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