Swatch UK has revamped its roster of retained agencies with two
Nelson Bostock Communications has been commissioned on a consumer and
trade brief for the watchmaker's main eponymous brand, while Cherrett
Price will assume a corporate role for the UK group itself.
The NBC brief will be headed by account director Lucy Mayo, reporting to
Swatch's UK sales and marketing manager Dave Edwards. The one-year
account win followed a four-way pitch involving incumbent Bridgehouse
PR, CMT International and Cohn & Wolfe.
NBC has been hired to work on the main group of products bearing the
Swatch name, which includes the core Originals brand, as well as more
recent lines Irony, Skin, Square, .beat and the childrens' range Flik
According to Mayo, NBC's aim is to 'change people's perceptions of the
Swatch range', including improving product visibility within the youth
and children's markets. The work will include publicising the launch of
further products from the individual lines.
Cherrett Price will report to Swatch Group UK MD Malcolm Douglas on the
account led by agency MD Gina Cherrett as part of their rolling
The appointment of Cherrett Price is the first time an agency has been
engaged to handle corporate PR for the firm.
According to Cherrett, the decision can be attributed to 'a very
successful year in the UK and worldwide' for the Swatch group, which saw
sales of luxury products rise by 30 per cent worldwide.
The Swiss-based watchmaker has sold around 200 million watches since its
inception in 1983.