Tag Heuer calls review of worldwide account

Tag Heuer, the luxury watch brand, is understood to have called a review of its global advertising account. It comes just over a year after it scrapped its previous review without making an appointment.

It is understood that the company has already started talking to agencies. Holistic Communications, the Geneva-based agency, is the company’s last agency of record but it is not known if it is involved in the review.

LVMH-owned Tag Heuer’s global marketing is run out of its Swiss headquarters. The upmarket brand’s activity has traditionally been based on endorsements from sports stars and celebrities and via sponsorship of sporting events. Its current brand ambassadors include tennis star Maria Sharapova, actress Uma Thurman and golfer Tiger Woods.

In 2005 the brand launched a major ad campaign fronted by Thurman, Sharapova and Hollywood star Brad Pitt. The campaign used the strapline “What are you made of?”.

As well as a long-running partnership with the McLaren Formula 1 team, the brand also has sponsorship deals with UK sports stars tennis player Andy Murray and golfer Ian Poulter. Murray signed a UK ambassador agreement in 2006, which covers product development, advertising and merchandising.


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