Lang/Durham Clicks With Timex

BOSTON Independent shop Lang/Durham said it has crafted several promotional pieces for the 150th anniversary of Timex, including an internal sales meeting video, a trade show multimedia presentation and a commemorative brochure.

The colorful and profusely illustrated brochure, really more of a booklet, tells the history of Timex. The text recounts milestones such as the company putting a strap on its pocket watches for World War I soldiers, thus inventing the wristwatch. Also covered are well-known Timex ad campaigns that saw the company’s watches “Take a licking and keep on ticking,” even after being frozen in ice-cube trays, wrapped around outboard motor propellers and strapped to Mickey Mantle’s bat.

All materials from the agency in Farmington, Conn., seek to position Middlebury, Conn.-based Timex as a company with a deep history of innovation that has had an impact on the way people experience time in their daily lives.

MDC Partners’ Kirshenbaum, Bond + Partners in New York is lead agency on Timex’s $10 million ad account.

—Adweek staff report