Swarovski calls media review

Swarovski, the Austrian creator of crystal products, is reviewing its EUR22 million global media planning and buying account.

The company has approached networks about pitching for its business, which covers 18 major markets across the world, including the UK.

Swarovski currently uses media agencies on a local basis, but is considering moving the business into one of the major networks. The UK incumbent is John Ayling & Associates, which has held the account for ten years.

According to agency sources, the review is being run out of Swarovski's French office. Initial approaches have been made to agencies, but it is understood that a shortlist has yet to be drawn up.

Swarovski creates a range of crystal jewellery, figurines and home products. It has also expanded into consumer electronics through a partnership with Philips to produce the "Active-Crystals" consumer electronics range. This includes products such as USB memory sticks and headphones using Swarovski crystals as decoration.

In recent years, Swarovski has sponsored a range of music and fashion events, including the Swarovski Fashion Rocks event in support of The Prince's Trust.