DiMassimo Goes on the Clock for Timex

NEW YORK Timex has awarded a creative assignment to DiMassimo following a review, sources said.

The rebranding campaign will break next year, and sources said the New York agency is recruiting creative staffers to handle the workload.

The Middlebury, Conn.-based watchmaker parted ways with Kirshenbaum Bond + Partners here and took its advertising in-house as it completed its search for a new agency partner, sources said.

Sources said Timex tested work from three agencies: DiMassimo, Taxi and an undisclosed shop.

Ted Sann, former creative chief at BBDO who conducted the review, could not be reached for comment. DiMassimo referred calls to the client, which declined 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 images of 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.

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