Citizen Watch has handed a pounds 2m branding task to Publicis following the appointment of a new UK chief to spearhead aggressive expansion.
Publicis, which has been appointed without a pitch, handles Citizen's US business but is the brand's first UK advertising agency and will be charged with developing a major presence for Citizen Watch in the UK market.
Its appointment follows existing president of the US company Laurence Grunstein's move to the UK as managing director and chief executive.
Grunstein, who will recruit a marketing director and general manager to oversee the brand's UK strategy, said the emphasis would be on developing a series of marketing and merchandising strategies with retail partners.
The agency's first work for the mid-priced watch brand is likely to break during the key pre-Christmas period next year.
'In the US, Citizen has been the number one advertiser in its category for the past ten years,' said Grunstein. 'I am a great believer in the effectiveness of advertising.'