Peretti picks up Tag Heuer’s public relations

Luxury sports watch brand Tag Heuer has picked Peretti Communications to handle its PR account, which was previously held by Aurelia Public Relations.

Luxury sports watch brand Tag Heuer has picked Peretti

Communications to handle its PR account, which was previously held by

Aurelia Public Relations.



Tag Heuer marketing manager David Savidan saw pitches from five agencies

and drew up a two-strong shortlist of Peretti Communications and Purple

PR.



’Aurelia did some very strong work for us but we mutually agreed to end

the relationship,’ said Savidan.



The budget for the Tag Heuer account is thought to be well into six

figures.



Peretti Communications’ appointment coincides with the launch of Tag’s

new advertising campaign. Produced by Bartle Bogle Hegarty, the campaign

focuses on sports personalities such as tennis star Boris Becker and

Formula 1 driver Mika Hakkinen.



Savidan said the key PR tasks were to position the Tag Heuer brand as

’the original sports watch’, build on the heritage of the company, which

was established in 1860, and to get consumers to ’reappraise’ the

brand.



’The long-term goal is to make the brand more of an institution, through

its design and communication,’ said Savidan.



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