The lifestyle brand issued a formal RFP and interviewed several agencies, with two finalists.
“[Swiss Army] has had several partners, and the challenge is trying to consolidate the brand strategy developed at the company’s headquarters in Switzerland and deliver it effectively in North America,” said David Swaebe, SVP of agency communications at Mullen.
Swiss Army’s product offerings include timepieces, travel gear and apparel.
The two companies worked together a decade ago, when most of the media spend was directed toward print. Mullen’s work now will focus mainly on digital and social efforts.
“The goal is to take better advantage of new media, especially social media, to build a community around it the brand,” he said.