Crystal giant Swarovski has appointed Publicis 133 as its lead global creative agency, ending its four-year relationship with New York-based shop Laird + Partners.
Publicis' luxury arm won the business following a 20-way pitch, and the Groupe-owned agency will build an internal team of experts for Swarovski across its key markets, with the first campaign from the agency poised to launch in early 2019.
Tapping into Publicis Groupe's 'Power of One' model, which promises advertisers integrated marketing at scale, this team will pool together talent from across the network including Publicis 133, SapientRazorfish and MSL influence in the likes of Paris and Shanghai.
A new global strategy for the brand will be focused on value and business efficiency.
Under Laird + Partners, Swarovski's marketing has been celebrity-heavy, featuring models like Karlie Kloss, Fei Fei Sun, Jourdan Dunn and Miranda Kerr as brand ambassadors.
In 2016, Swarovski Group – which owns the namesake brand as well as industrial machine firm Tyrolit and binocular-maker Swarovski Optik – generated €2.6bn in revenues.
"We look forward to leveraging the agency’s outstanding record for innovative work and digital expertise to further strengthen our brand globally," said a Swarovski executive board spokesperson.