WatchWorld

Citizen Recharges Image with New Ad Campaign Citizen Watch, the leading seller of mid-priced watches in jewelry and department stores, is recharging its image with a new slogan and ad campaign, its first in seven years. “We needed to refocus the brand image and say what it stands for,” says Peter Nicholson, vice president of corporate communications. “We also wanted to go to the next level and create excitement again.” Also propelling the change is intensifying competition in the mid-price areas from other Japanese and Swiss brands. The old campaign—“Citizen. How the World Tells Time”—built name recognition and helped move the brand from third place in the market seven years ago to first place now. But after seven years the campaign was getting stodgy and familiar. The new, fast-paced ad campaign, by Deutsch Inc., an innovative U.S. advertising agency, is
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