Wieden + Kennedy bags Titan’s Xylys

Titan Industries has appointed Wieden + Kennedy as its creative agency for Xylys watches.  The account was won in a multi-agency pitch.
 
Previously, Rediffusion Y&R was the creative agency on the brand.
 
The media services remain with Maxus, the AOR for Titan Industries for media.
 
Suparna Mitra, global marketing head, Titan, said,   “We are happy to associate with Wieden +Kennedy as creative partners on Xylys, the Swiss Premium brand of watches from the house of Titan.  The creative services account has been given after an extensive pitch process involving a total of five creative agencies. The account was given on the merit of a very fresh approach to the category of premium watches and building on the core proposition of Xylys. W+K also impressed us with a 360 degree approach including ideas on generating excitement across touch points including the point of sale.”
 
Mohit Dhar Jayal, managing director, Wieden + Kennedy India, said, “We’re very excited at the prospect of working on Xylys. The Swiss premium watch category is a challenging space (and a great test for a creative agency), and the house of Titan is an icon in itself. We look forward to producing some great work together.”