Citizen Watch Awards McCann Shanghai Creative Duties

McCann Shanghai announced Citizen Watch China has awarded the agency their creative portfolio, following a pitch involving several undisclosed competitors in late February.

Ellen Hou, Group MD of McCann Worldgroup Shanghai said: “We’re excited at the prospect of partnering with such an iconic brand and the opportunities China presents for Citizen. Sharing similar brand values as ‘Citizen’ of the World, cultivating a culture of positive change, we aim to strengthen brand engagement with consumers through our creative work.”

McCann Shanghai’s scope of work includes; developing brand communication strategy and integrated creative service across multiple platforms, including new products launch and seasonal/holiday Campaigns for the year.

Citizen Watches aims to further consolidate its position in the middle to high segment of the watch market in 2014.

According to Euromonitor’s Watch in China 2013 report, watches is predicted to post a constant value CAGR of 11% over 2013 to 2018, mainly propelled by the steady demand for watches as daily necessities, as well as an investment tool for some consumers who purchase rare and luxury watches to combat inflation.

Jesse Lin, CEO of McCann Worldgroup Greater China, said:” Citizen is a legendary watch brand that many Chinese consumers grew up with. We’re very excited to continue helping Citizen to reshape its position as Citizen of the world and grow its brand & business in China.”