Term project for Creative Strategies class. Strategy is for an advertising campaign that will target active business women.

1. By: Tanisha Bruno

2. Problems
• Sales of female watches across the industry continue to
be lower then males
• Female consumers desire a watch that is functional, yet
fashionable
• Decreasing use of a watch across all demographics

3. In a recent New York Times article, Karen
Giberson, president of the Accessories Council in
New York said, “Today women are looking for
something more fashionable.”

4. Marina Lunkina, who works in
public relations in Moscow said,
“Today’s world made women as
active as men in business, social
and many other life spheres. It’s
obviously affected our style.”

5. Andrea Seifert, the marketing manager of
Gatehouse Publishing, has found a lifesaver
when traveling for work in something that once
belonged to the men’s club: a watch with
complications.

6. Target Audience
Female up-and-comers who are active
businesswomen
• Ages 25-44
• College Graduate
• Travels
• Active lifestyle/on-the-go
• Social/nightlife

7. Creative Solution
Watches are still essential for women.
Female up-and-comers who are active
businesswomen need a watch that
features multifunctional details, and is
fashionable enough that will look good
for their always on-the-go lifestyles—
whether at the office, at a trendy
restaurant, or while traveling.
A campaign targeted towards active
businesswomen with a focus that a Fossil
watch is the ultimate accessory. Fossil
watches are fashionable, but functional;
they will never want to take it off.

8. Make The Time Last

9. Thank you!