The estimated Rs 3-4 crore advertising account of Citizen Watches has moved to Hakuhodo Percept from RKSwamy/BBDO following a two-way shoot-out between the two agencies. The pitch happened in Bangalore. The appointment letter issued by Nakazaki Hideaki, managing director, Citizen Watches India, in the name of Junji Imaki, managing director of Hakuhodo Percept, says, "Citizen Watches takes pleasure in appointing you as the official advertising agency, effective, April 1, 2003."
Both the agencies were asked to make a creative-cum-strategy presentation on how to reposition Eco-Drive - the flagship brand of Citizen Watches. Talking about the brief, Debashis Bose, CEO, Hakuhodo Percept, says, "We were asked to make a presentation on how to effectively communicate the benefits of the brand to the consumers, while emphasising the fact that the technology of Citizen is the best."
While there is a week to go before the contract comes into effect, the agency has begun its homework on the new campaign already. To begin with, the agency is going to concentrate on the main brand Eco-Drive. "The print campaign is likely to come out in a month or so," indicates Bose. © 2003 agencyfaqs!