Swarovski picks Publicis 133 for global creative duties

Swarovski has appointed Publicis 133 as its lead global creative agency, following an international pitch that involved over 20 agencies.The incumbent on the account is New York-based Laird + Partners, which held the account since 2014. Publicis 133 was chosen because of its strong global presence, proven luxury brand-building capabilities, and strategic expertise, the press statement read.In a statement to Marketing, Publicis 133's spokesperson said that the APAC business will be handled out of the China office.The newly appointed agency will partner with Swarovski and all its business units to deliver a consistent global communication strategy, focused on brand value and business efficiency. Additionally, Publicis 133 will form an integrated team of multidisciplinary experts for Swarovski based in key regions, including SapientRazorfish and MSL influence in Paris and Shanghai. The first campaign is expected to launch early 2019.“We look forward to leveraging the agency’s outstanding record for innovative work and digital expertise to further strengthen our brand globally," the Swarovski Executive Board said.“We are proud of this new collaboration which further establishes our expertise and leadership in the luxury sector," Charles Georges-Picot, CEO of Publicis 133, said.