M&C beats rival trio for S'pore's Hour Glass brief

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