The World: San Francisco - TBWA\Chiat\ Day wins global Leica creative

Leica, the German camera and optical products manufacturer, has picked TBWA\Chiat\Day San Francisco to handle its global creative account.

The appointment is the precursor to a print campaign promoting Leica's consumer camera and sport optics business, which is expected to break in Europe, the US and Asia in April next year.

Michael Allen, the president of the San Francisco agency, said: "Leica has very high ambitions for the brand and the business and we hope to play a pivotal role in helping it achieve its goals."

Leica, which developed the world's first successful 35mm camera in 1925, wants to ensure its brand remains attractive to consumers in a market that has seen major technological change.