The Swatch account, previously being handled by HTA, Delhi has shifted to Optimal Media Network (OMN), an affiliate of TBWA Anthem. This is a second win for Optimal Media Network after retaining the Yamaha AOR business in the recent weeks.
The creatives for the brand SWATCH are likely to be international. TBWA Anthem however, would be contributing to any local requirements in terms of creative work for Swatch.
A senior spokesperson of the front-running agency - TBWA Anthem confirmed the development to exchange4media and on being quizzed the one reason that landed them this account shared, "We believe that it was our innovativeness and the way we integrated all the activities that won us the account. But probably Swatch executives would be in a better position to say why we had an upper hand in the pitch."
The pitch had taken place over a month back and comprised two rounds of proposals- media and ground level strategy as well as retail recommendations for the brand Swatch in India. It is believed that there were five agencies pitching for the account, including the incumbent HTA and Bates. The account size is projected to be around Rs.3.5 crores.
Presently, some of the major accounts handled by TBWA Anthem are Apple Computers, Amar Ujala, BPL, Adidas, LIC, Malyalam Manorma, SONY Playstation, CNBC, Fosters, Yamaha and TGIF.
Looks like SWATCH has brought in good time for Optimal Media Network, literally!