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International: Tag Heuer to appoint new agency to handle its global account

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International: Tag Heuer to appoint new agency to handle its global account

Swiss watchmaker Tag Heuer will shortly move its global ad account from Omnicom Group-owned TBWA, Paris to another, as-yet unnamed agency network that emerged successful from a multi-agency pitch this summer.

Marketing executives at Tag Heuer -- owned since 1999 by French luxury goods giant LVMH -- are set to announce the agency switch Sept. 13, during a press conference that was ironically planned as a showcase for TBWA's latest global campaign for the upper-end timepiece brand.

The press and print ads from legendary photographer Jean-Baptiste Mondino introduce European fashion icon Ines Sastre, Chinese actress Zhang Ziyi and U.S. track and field star Marion Jones as the brand's new regional spokeswomen, and are scheduled to roll out worldwide from mid-September.

The pending realignment will be the latest bump in a longstanding relationship between TBWA, Paris and Tag Heuer.

The former BDDP@TBWA, Paris managed Tag Heuer's international advertising from Paris for much of the 1990s, until losing the account to Bartle Bogle Hegarty, London in 1997.

TBWA reclaimed the account in March 2000, after differences between BBH and Tag Heuer, but creative work never reclaimed the former glory of ads from previous years, prompting this summer's review and next week's expected agency shift.


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