Ogilvy & Mather Advertising (O&M), has been entrusted with the overseas advertising for Titan watches. O&M will handle the creative strategy and development for the brand, and launch a new campaign in December in the crucial Western Europe market.
Titan entered Europe in 1995, and Lowe Howard-Spink created the initial advertising for the brand. The account was later shifted to a creative hotshop in New York.
The new campaign, comprising six print ads to being with, has images of major events and well-known people, including Mahatma Gandhi, Mother Teresa and Albert Einstein.
The campaign will run in English, French, Dutch, Portuguese, Spanish, Greek and Italian, and the agency will take stock of the advertising after a year; WPP's MindShare will handle the media buys.
The European watch market, which essentially comprises the Western Europe market, is estimated at about 65 million watches per annum. Titan has a range of about 120 designs, and adds new products every year; distribution is currently restricted to key Western Europe markets.
Titan is not the only company to hand over its overseas advertising to its domestic advertising agency; O&M now handles the overseas advertising for three other clients who previously had agencies abroad.