Swiss Army Selects Seattle Shop

LOS ANGELES Swiss Army Brands has appointed Foundation its creative agency, the client confirmed.

The little-known Seattle shop won the account following a review. The assignment was previously handled in-house.

Client vp of global marketing Cheri McKenzie declined to disclose billings. The Shelton, Conn.-based company spent $3 million last year, according to CMR, but sources have said the budget will increase substantially as Swiss Army looks to portray itself as a high-end retailer of multiple products, including watches, travel gear and sunglasses, rather than just a purveyor of knives [, March 13].

Agency officials did not return calls seeking comment.

Interpublic Group’s Mullen, Wenham, Mass., continues to handle public relations for the client. Mullen crafted ads for Swiss Army in the late 1990s but did not participate in the recently completed creative review, an agency representative said.