June 16, 2016 | MediaPost | by Larissa Faw
Swiss watchmaking company Longines is naming hi-gloss as it U.S. media agency of record, following a formal review. The incumbent was PHD Worldwide.
hi-gloss will be responsible for developing media strategies, media buying and planning, as well as content partnerships with U.S. publishers in an effort to increase the brand’s awareness among younger buyers. The agency will also be tasked in engaging social influencers across the country, beyond brand spokespeople Kate Winslet and Simon Baker.
The first project under this new partnership debuted at the Kentucky Derby in May with a multi-faceted program that included a joint collaboration with Vanity Fair for “The Hermitage Derby Toast” party that signaled Vanity Fair’s first-ever Kentucky Derby event.
In addition, hi-gloss created custom editorial content, provided social media support and worked with influencers on behalf of the watch brand. Additional creative also aired during the derby on NBC Sports.
This account switch comes after the luxury watch brand’s parent company Swatch Group moved its U.S. headquarters from New Jersey to Miami, also home to hi-gloss’ offices.