SINGAPORE: The Hour Glass has appointed M&C Saatchi to position the
brand and help the prestige watch retailer build its brand cachet to a
level that is comparable to other successful luxury retailers such as
Tiffany & Co.
The agency pitched against three others, which were a mix of ad agencies
and brand consultancies, said Huw Griffith, chief executive of M&C.
Griffith, who declined to name the incumbent, said M&C won on the
strength of its strategic capabilities. "(Strategy development) is
something ad agencies do which is often overlooked by clients." He said
even though The Hour Glass stocked the same watches as other retailers,
companies such as Tiffany have demonstrated how important a retailer's
brand is in swaying consumers.
