Leica Looks to TBWA\C\D

SAN FRANCISCO Omnicom Group’s TBWA\Chiat\Day here has won global creative and strategic chores for camera and optical company Leica following a review, the agency said today.

Spending for a campaign that will break in April 2006 is estimated at between $5 million and $10 million, an agency representative said. The effort will encompass print, out-of-home and online elements directed at 30- to 45-year-old men.

Gero Furchheim, division manager of corporate communication for Leica Camera AG, said the company must communicate the emotion and attraction of its name in a fast-changing tech market.

“We are convinced that TBWA\Chiat\Day will help us to create a powerful communication reflecting the legitimacy and uniqueness of the Leica brand,” he said.

The agency said it would develop a global print campaign for Leica photographic cameras and sport optics. The work will appear in the U.S., Europe and Asia.

“We are honored to be associated with Leica and to have the opportunity to present this world-class brand to consumers around the globe,” said Michael Allen, president of TBWA\C\D, San Francisco. “They have very high ambitions for the brand and the business, and we hope to play a vital role in helping them achieve their goals.”

Previous advertising for Leica was a 2003 black-and-white print campaign by Heine/Lenz/Zizka in Germany.

The client spent $100,000 on advertising from January to June 2005 and $400,000 in 2004, per TNS Media Intelligence.

Leica entered the photo market in 1925, but its binoculars have existed since 1907. The company originated in 1849 as Optical Institute Karl Kellner in Wetzlar, Germany.