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
’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
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
’The long-term goal is to make the brand more of an institution, through
its design and communication,’ said Savidan.