Cogent snatches 1m Ellesse from McCann

Cogent has won the 1m Ellesse watches account from McCann-Erickson Manchester. McCann says it lost the business because Ellesse decided to revert to its old brand style, while McCann had been bringing the image closer to that of Ellesse sports

Cogent has won the 1m Ellesse watches account from McCann-Erickson Manchester.

McCann says it lost the business because Ellesse decided to revert to its old brand style, while McCann had been bringing the image closer to that of Ellesse sports clothing.

This aims to be at the cutting edge of fashion with a series of mainly black and white advertisements using spot colour only on the Ellesse name.

McCann group board director Simon Clinton says: “There was no formal pitch. The company said it wanted to change direction, but we stood by our creative work.”

Clinton claims that sales of Ellesse watches, which were launched at the start of 1992, have been declining over the past year.

Stellux managing director Stuart Wood, who heads Ellesse Watch in the UK, denies this, but admits that growth has been much slower than in the past.

Wood says: “The watches brand was losing its identity. People saw it just as a sports watch.” Cogent says it plans to give the brand a sexier image.

McCann Manchester, which had held the watches account for only a year, retains the business for Ellesse apparel.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here