NEWS: CIA scoops Swatch media worldwide

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 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.