Citizen Watches awards McCann Shanghai creative duties

Scope of work on a retainer basis includes developing brand communication strategies and integrated creative services across multiple platforms for all seasonal campaigns for the year. Outside China, Wieden+Kennedy leads Citizen’s advertising globally.

Ellen Hou, group MD of McCann Worldgroup Shanghai, said the agency shared similar brand values with the client as fellow 'citizens of the world'. Based on that, Citizen Watches is aiming to further consolidate its position in the middle-to-high segment of the local watch market in 2014.

According to Euromonitor data, China's watch market will grow by a constant CAGR of 11 per cent from 2013 to 2018. Driving that growth will be steady demand for watches as daily necessities as well as investment tools for some consumers who purchase luxury watches to combat inflation.

Citizen's core Eco-Drive engineering innovation—utilising electrical power converted from virtually any light source—has been well-received by Chinese consumers.