Benjamin Li
Feb 9, 2011

City Chain awards regional creative for Swiss watch brand Cyma

REGIONAL - City Chain has appointed McCann Erickson to handle its Cyma regional account following a three-way pitch against JWT and Two Hundred in mid-January.

City Chain appoints McCann Hong Kong to handle Cyma's regional creative duties.
City Chain appoints McCann Hong Kong to handle Cyma's regional creative duties.

Established in 1862, Swiss watch brand Cyma is one of City Chain's major house brands. City Chain has become a key player in the watch retail industry since its launch in 1985 and currently boasts with over 350 retail shops throughout the Southeast Asia and Greater China regions.

The appointment displaces the creative incumbent Bates. City Chain works with a small local media agency partner.

McCann's Hong Kong office will be responsible for developing Cyma's regional creative inventory and the agency's initial assignment will focus on a new thematic campaign targeting Mainland Chinese shoppers.

Commenting on the agency's appointment, Stella Chow, City Chain marketing director, said, "McCann's strategic thinking was critical in our decision to appoint them. Their idea seemlessly articulates the brand essence while allowing us to evolve Cyma to the next level."

Nancy Yau is the business director in charge of the account, supported by account manager Annie Yip. The creative leads on the business are Philip Lee and James Reeves, reporting to McCann Worldgroup China's Spencer Wong.

This marks McCann Hong Kong's first luxury watch client. Previous luxury clients include Tiffany & Co.

In the past, Cyma has used Chinese celebrity Andy Lau and Manchester United football star Ryan Giggs as brand ambassadors in previous ad campaigns.

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