Swatch Group consolidates China media account under Mediacom Shanghai

Ironically Mediacom was the only agency in the pitch that does not currently work with the Swatch Group. ZenithOptimedia is the incumbent on the Swatch watch account (although Optimedia attended the pitch), Carat currently handles Rado and Universal McCann works with Omega.

Mediacom will be responsible for all the brands under the Swatch Group. The contract is believed to be for at least one year, effective in November.

The aim of the pitch, which took place in September, is to consolidate media duties for all brands under the group into a central buying team driven out of the company's Swiss headquarters.

According to a source close to the pitch, "Mediacom's account service team lead has substantial experience in working for luxury accounts like Estee Lauder and Bulgari."

"The Swatch Group allocates a lot of its media budget to print, especially lifestyle magazines, but it has intentions to spend more on new media."

Omega is currently the most active brand under the Swatch Group in China and one of the largest watch brands, followed by Longines and Tissot.