CIA Medianetwork International has scored a global triumph by picking up
the task to co-ordinate all of the commercial communications for the
Swiss watch-maker, Swatch.
CIA will now take charge of all media strategy and planning for Swatch
around the world, co-ordinating a total adspend that is expected to top
pounds 65 million in 1997.
Juan Plata, a CIA International board account director, said that CIA
would be working with Swatch across the ‘full media communications
spectrum on a global basis’.
As well as strategy and planning, the agency’s tasks will include all
media buying in pan-European, pan-Asian and global media and co-
ordinating local markets around the world on a strategic media approach
for Swatch.
CIA will also be charged with developing programme production, new media
communications, product placement and international partnerships with
global media owners.
The account will be co-ordinated out of CIA Medianetwork International’s
London office, with CIA tapping into its US affiliates for relevant
tasks in North America.
The global win follows the appointment of CIA to oversee Swatch’s
communications around Europe earlier this year (Campaign, 12 April).
Swatch, owned by the watch giant, SMH, releases about 150 new designs
each year, many of which receive advertising support.
Because of the complexities of its advertising strategy, combined with
the range of local media buying agencies that are used, Swatch is keen
to develop an ‘umbrella’ strategic approach which will work across
different markets.
