• by Steve McClellan  @mp_mcclellan, July 1, 2014

Encinitas-based Watchmaker Nixon has hired Omnicom ad shop TBWA\Chiat\Day Los Angeles after a review, the companies confirmed Tuesday. Sibling agency OMD will handle media planning and buying duties.

TBWA\Chiat\Day will be responsible for creating long-term growth strategies, communication planning and ad campaign development.

Nixon spent about $1 million on ads last year, according to Kantar.

"We're happy to tap into the collective talents and resources at TBWA\Chiat\Day to help elevate the awareness of the Nixon brand globally,” said Nixon co-founder Chad DiNenna.

The agency team on the account will work closely with DiNenna, and Tom Jones, Nixon creative director, and their established internal production teams.

Founded in 1998, Nixon positions itself as a premium watch and accessories brand for the youth lifestyle market. Currently distributed in over 90 countries, Nixon's product range has grown from custom-made watches to include select apparel, leather goods, custom audio products and other items.