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Timex Splits With KB+P

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NEW YORK Timex has parted ways with Kirshenbaum Bond + Partners here and taken its advertising in-house as it completes a review for a new agency partner, sources said.

The Middlebury, Conn.-based watchmaker is poised to name a winner next week after completing global testing from three agencies, sources said. DiMassimo and Taxi, both New York independents, were among the contenders.

The winning agency will handle brand projects for Timex, sources said.

Ted Sann, former creative chief at BBDO, is conducting the review. He did not return calls seeking comment.

KB+P, which won the estimated $10 million account in December 2002, confirmed the split over what a representative called "creative differences." Last year, the agency ran work tagged, "Life is ticking." Ads paired that line with stock photography including a man's belly protruding over the waistband of his boxer shorts and an artery clogging breakfast for fitness watches like Timex's Ironman Sleek and a model that boasted a heart monitor.

A client representative confirmed that Timex has taken its work in-house, but denied that a review is ongoing and declined further comment.

Timex spent about $10 million on ads in 2003 and 2004, but less than $5 million through August 2005, according to Nielsen Monitor-Plus.