SWATCH
CREATIVE GUIDELINES
[McCann-Erickson]
[McCann-Erickson]: SWATCH. CREATIVE GUIDELINES. Zurich: McCann-Erickson, c. 1985 [based on SWATCH's history]. Original edition. A very good staple-bound soft cover book and minor shelf wear along the top fore edge in particular. Interior unmarked and very clean. Out-of-print.
8.25 x 11.5 staple-bound soft cover book with 24 well-illustrated pages. McCann-Erickson's style manual for SWATCH includes an Introduction, Typography, Trademark, Slogan, Placement of the SWATCH signature, The Swiss Cross, Reproduction Trademarks, and Color Samples.
From the web site for timezone [“The Real Story Behind Swatch” posted by Jack Freedman on March 03, 1998 at 11:52:26]: “To sell Swatch, the manufacturer hired a crack marketing director from outside the hidebound watch industry -- Jacques Irniger, a veteran of Colgate-Palmolive. With a heavy advertising campaign created by McCann-Erickson in Switzerland and adapted by the agency in New York, they bet on high stakes. This high-style marketing and aggressiveness conducted with Swatch was not a prevalent method used by the usually conservative Swiss in the 1970's . . .”