City Chain selects JWT to rejuvenate brand

Hong Kong - City Chain's Sovil Et Titus business has been awarded to JWT Hong Kong in conjunction with Contract, following a pitch against incumbent Bates and Leo Burnett.

Stella Chow, marketing director for City Chain said, "Brand marketing for watches is extremely competitive so we need a strategy that is distinctive and stands out to our primary market - females between the age of 20 - 35."

In explaining why they have selected the winning agency, Chow said, "We loved the creative ideas that JWT came up with during this intensive pitch. We were delighted to see how the campaign might unfold over all the various channels, especially in print and digital."  

Desmond So, CEO for JWT and Charles Wong, managing director for Contract led the pitch team.

Wong (pictured) said they will work on the advertising to make it more relevant to contemporary consumers.  

He added that since the watch category offers so many choices to consumers, they have spent a lot of time developing a competitive strategy.

"Our goal is to refine Sovil Et Titus's brand image and increase overall sales within their target market," he said.

So added, "We are excited to work with City Chain and develop a solid, long-term relationship with them."

The new campaigns are expected to be released in July 2009.

City Chain is a watch retailer in Asia with stores in China, Hong Kong, Macau, Malaysia, Singapore and Thailand.