Hughes Breaks Timex Work

By Sarah Jones

BOSTON–The Hughes Agency in Norwalk, Conn., is preparing to launch its first national campaign for Timex, a longtime client of creative hot shop Fallon McElligott in Minneapolis.

The agency caught the eye of Susie Watson, Timex’s director of public relations and advertising, after the shop sent out a direct mail piece in the fall of 1995. ‘They sent me an incredibly clever, attention-getting series of mailings,’ Watson said.

Since then, the relatively unknown six-person agency has handled collateral and design projects for Timex.

The upcoming campaign will be the shop’s first full-fledged media advertising for the client.

The work breaks next month in Sports Illustrated and Sporting News to reintroduce Timex’s Ironman Triathlon line of sports watches. The campaign draws parallels between the achievements of famous athletes and the athletic benchmarks of ‘weekend warriors,’ the typical wearers of Ironman watches. The celebrities are represented by artifacts from

memorable performances, such as Lou Gerhig’s glove, Olympic decathlon champion Bob Mathias’ track shoes and the first hockey mask worn in a National Football League game.

Middlebury, Conn.-based Timex is spending $4 million on advertising, said agency president Paul Hughes, who declined to discuss his shop’s fee.

As the client’s agency of record for the past 10 years, Fallon retains media buying and broadcast responsibilities as well as creative duties for other Timex product lines.

‘It’s not an agency switch and it’s no reflection of (Fallon),’ Watson said. ‘We have a very good relationship with them. . . . But when you’re small, you have a certain advantage of speed and there are less layers.’

Fallon chairman Pat Fallon indicated the assignment has no effect on his relationship with the client.

The Hughes Agency reported 1996 billings of $2.1 million.

–with Ellen Rooney Martin

Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED

New England