Timex Moves Media to PHD

NEW YORK PHD has won the media planning and buying assignment for watchmaker Timex after a review, the client has confirmed.

Two other undisclosed agencies were considered for the assignment, the client said.

Timex spent about $12 million in measured media in 2005, up 10 percent from the previous year, according to Nielsen Monitor-Plus.

The incumbent on the account was Kirshenbaum Bond + Partners’ Media Kitchen in New York, a unit of MDC Partners, which did not defend. KB+P had been the client’s creative agency while Media Kitchen handled planning and buying chores. But last October, Timex parted ways with both entities, bringing creative and media in-house for an interim period. Late last year Timex hired DiMassimo as its creative agency, but the two have since parted ways. Ernest Industries here now handles that portion of the account.

Kate Shevack, chief marketing officer at Timex, said the company selected Omnicom Group-owned PHD because “we were impressed by their ability to really understand the Timex brand” and the “equity” that the brand has accumulated over more than 150 years of marketing timepieces to consumers. “They’re very strategic and forward thinking and understand our need” for an integrated media strategy, she said.

Timex will break new ads next quarter. The client is based in Middlebury, Conn.