Seiko Europe has appointed Mitchell Patterson Grime Mitchell to handle an £8m European advertising campaign for its Pulsar watch brand.
The campaign will run in several other markets, including Canada, South Africa, Australia and New Zealand.
The agency was awarded the Pulsar business, which was previously handled by Interfocus, without a pitch. Interfocus retains the Seiko brand business.
Pulsar’s print campaign, which breaks in September, will comprise three executions based around the Poise, Prestige and Performance collections. All three ads will feature the new strapline: “Pulsar. The difference is in the detail”.
In April, after a five-way pitch, Seiko appointed Universal McCann to handle its European media planning and buying business. The account was previously handled by Zenith Media. BJK&E Media continues to handle local planning and buying for Seiko’s UK operation.
Earlier this month, Seiko won an Internet domain-name dispute against Designer Time/Wanderweb, which had registered the name “seiko-shops.co.uk” two years ago to sell watches over the Internet. Seiko successfully claimed this amounted to an infringement of its trademark and that the domain name was “abusive registration”.