Seiko seeks agency for ad business

Watch company Seiko is understood to be in the early stages of reviewing its creative advertising business. The company has not had an agency of record since the start of last year.

It is not clear whether the company is talking to agencies about its full portfolio of brands, which includes Breil, D&G, Lorus and Pulsar watches, or whether it is just looking to appoint agencies on a project basis.

Seiko previously worked with Mitchell Patterson Grime Mitchell (MPGM) on its Pulsar and Lorus brands but the agency closed down in April 2004. The agency handled the business for less than two years after it was moved from Interfocus without a pitch (MW August 22, 2002).

Earlier that year, Seiko appointed Universal McCann to handle its European media planning and buying. It is handled by BKJ&E in the UK.

In the past, the brand has primarily used print and online advertising to promote its products. MPGM created a print campaign for the Pulsar brand with the strapline: “Pulsar. The difference is in the detail”.

A Seiko spokeswoman refused to comment on the review.

Seiko is part of the Japanese electronics giant Seiko Group.

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