Swarovski picks ZenithOptimedia for Euro account

Swarovski, the crystal brand, has appointed ZenithOptimedia to handle its pan-European media planning and buying account. The appointment will not include the UK.

It is thought to have appointed Team UK Media to handle the £3m UK business, although this is not thought to be a long-term appointment.

The luxury brand called a review of its media in May, as part of a move to consolidate it into a network agency. The UK account was previously handled by John Ayling & Associates, which has worked on the account for ten years.

The review covered 18 major markets, including the UK, and was led by its Austrian head office. It is understood the UK management team was not involved in the pitch, but it is not clear why the UK business has not been moved into ZenithOptimedia.

Swarovski declined to comment as Marketing Week went to press, saying it would be “inappropriate” to do so at this time.

The brand uses print and online, and also sponsors a series of music and fashion events such as Swarovski Fashion Rocks, an annual charity catwalk event in London, and the fashion-themed radio station Fashion DJs.

It recently launched an online ad campaign, created by digital agency Profero and Plan.net, for Crystallized Swarovski Elements, its precision-cut crystals.

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