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
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
CIA Medianetwork will handle the business from CIA’s London
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
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’.