Watch Brand Nixon Hires Creative and Media Shops

TBWA\Chiat\Day gets the creative assignment

Watchmaker Nixon, looking to raise its profile beyond core customers, is hiring its first agencies for creating and placing ads.

The Playa del Rey, Calif., office of TBWA\Chiat\Day will handle the creative assignment, which includes traditional ads, digital marketing and branded content. The Omnicom Group shop will work closely with Nixon creative director Tom Jones and Chad DiNenna, co-founder and evp of marketing at the company, which incorporated in 1997 and sold its first watch in 1998.

For media planning and buying, Nixon selected an Omnicom shop as well: OMD.

The hires came after a review during which Nixon considered a handful of creative and media agencies. On the creative side, TBWA\C\D outstripped one other finalist that DiNenna declined to name.

Future media spending was not disclosed but it’s expected to grow tenfold globally with the new agencies in place. In the U.S. alone, Nixon spent nearly $1 million in media last year, according to Kantar Media.

Nixon makes a range of watches for men and women that start at $60 and go up to $2,600. The Encinitas, Calif.-based company also sells light jackets, shirts, hats, bags, belts, wallets and headphones. Its core products target 17- to 35-year-olds who embrace action sports like skateboarding and surfing.

In selecting TBWA\C\D, DiNenna cited the agency’s strategic experience, “thoughtful approach” and an emotional connection with its leaders. The new agency’s first campaign is expected in late November or early December.