Casio reviews account at CheethamBell JWT

Watch and electronics brand Casio is reviewing its multi million-pound advertising account.

The account is held by Manchester-based agency CheethamBell JWT.

It is not known if the agency will repitch for the business.

Media planning and buying, which is handled by Vizeum, is understood not to be affected by the review.

Marketing manager Anna Ghosh is overseeing the review.

It is not known if Casio’s flagship watch brand G-Shock or the Baby G watch range is included in the review.

CheethamBell JWT and its in-house design agency Germ Creative were originally appointed to the account in 2005 following a four-way pitch against undisclosed agencies (MW March 24, 2005).

It followed the appointment of marketing director Mark Bernard two months earlier to reshape Casio as a younger lifestyle brand (MW Jan 13, 2005).

Speaking to Marketing Week, Bernard admitted that although Casio enjoyed huge brand awareness it was seen as a fussy and old-fashioned manufacturer of calculators and cheap digital watches (MW June 2, 2005). He left the brand last year, joining electronics group LG where he took up the role of UK general manager for corporate marketingCheethamBell JWT was tasked to create the Casiology ethos of the brand, which included a £1m advertising campaign.

That campaign culminated in the launch of a standalone flagship store in Carnaby Street, which showcased its range of cameras and other electrical goods.