Tag Heuer, in a growing trend among brands, is heightening its focus on social media marketing by dedicating an agency to it.
Rokkan, a unit of Publicis Groupe that's based in New York, will lead social media efforts, including the development of content online, according to sources. The primary goal is to increase the Swiss watch's share of earned media impressions.
The assignment is new and the agency hire came after a review in which there were handful of finalists, sources said. The other contenders—and revenue on the business—could not be ascertained.
Rokkan, whose other accounts include JetBlue and Chipotle, declined to comment and referred calls to Tag Heuer, which had no immediate comment. Sources said, however, that the new roster shop is already producing work.
Tag Heuer, which is owned by LVMH, expects single-digit sales growth this year and hopes to outperform its peers next year, CEO Stephane Linder told Reuters last week.
Other brands that have broken off social media marketing and hired specialists—including public relations shops—to handle it include Samsung, Sharp (which Rokkan also handles) and Chobani. And while many companies also handle some social media efforts in-house, the volume and velocity of the space often requires outside help.