Swatch Watch: will Swiss client switch?

Ad agencies winning the Swatch ad account must keep one eye on the clock at all times, knowing full well that six months later, just like clockwork, they’ll have to repitch the business all over again, no matter how successful their campaign for the hip Swiss watchmaker was. And though most incumbents lose the business during this review, this doesn’t stop agencies from jumping at the chance to pitch it.
“Our strategy is built around totally changing the ad campaign twice a year, for our fall and spring collections,” said Franco Bosisio, a managing director for Swatch who is chiefly responsible for selecting agencies as well as overseeing worldwide creative development.