The Hughes Agency has been tapped to create a national advertising campaign for Beepwear, the first offering from MTX Paging Products, a joint venture between Timex and Motorola.
The agency will create television, radio and print executions expected to break in several major U.S. markets in January, when the product is launched. The TV work will be the 12-person shop's first foray into that medium. Agency officials estimated media spending for the account at $5-10 million.
Paul Hughes, president of the small, Norwalk, Conn.-based shop, called the Beepwear assignment "a rare opportunity to help build an exciting new brand that truly represents a technological breakthrough in its category."
Beepwear is being billed as the first full-featured pager watch, combining Motorola messaging technology with the timekeeping functions of a Timex digital watch.
Media Inc. is handling media buying duties. Hughes said he recommended the New York-based media buying service to the client as an additional resource. Media Inc. had not previously worked for either Timex or Motorola.
Victoria Durkin, MTX's director of marketing, said she selected The Hughes Agency "because of their fresh creative approach to the category and their commitment as full partners in achieving a successful product launch."
Hughes worked with Durkin at Timex before she was tapped to head up marketing for MTX, he said.
The shop was awarded the MTX account after an informal review, Hughes said. It is not known whether Timex's lead agency, Fallon McElligott in Minneapolis, competed for the assignment.
The Hughes Agency, already a Timex roster shop, broke its first work for the client in April, when it created a national print campaign to reintroduce a line of Ironman Triathalon watches.
--with David Gianatasio
Using Motorola's Flex system, the Beepwear pager watch can receive both word and number messages. Up to 16 pages can be stored, along with three information services. Additional features enable the watch to be worn off the wrist, either as a pager or in a holster that comes with it.