The crystal jeweler's main markets are the U.S., the U.K., and China, but the account covers 35 countries including Italy, France, Germany, Hong Kong, Korea, Australia, Canada, Spain, Mexico and Brazil.
Havas Media will start working on the business in January 2017, covering all media duties, including social and programmatic. The account is believed to be worth about $60 million, almost triple the size of the business when it was first won by Publicis Groupe's ZenithOptimedia and included only nine countries.On the creative side, Swarovski works with New York-based Laird & Partners, a fashion-focused agency owned by MDC.
Alessandro Vergano, Swarovski's SVP branding, communication and media, said in a statement, "As part of our commitment to the ongoing improvement of our media and marketing governance, Swarovski periodically evaluates all marketing service suppliers to ensure we maintain the best working relationships with the best agency partners."
"The team at Havas Media impressed us with their responsible, yet imaginative and passionate approach - characteristics that are core to our company's culture," the statement said. "Their strategic proposal was exactly what we need to help us achieve our goals as we move into our next phase of business development. We are confident that we have found the right partner to deliver strategic support, operational set-up and digital transformation."
Dominique Delport, global managing director Havas Media Group, said in a statement, "It was also clear we have a mutual focus on digital transformation. We know how important it is to keep the value that Swarovski has built up since 1895, but to also keep moving forward so that Swarovski can continue to design and deliver for the future."