Sekonda has appointed VCCP Blue as its integrated creative and media agency following a competitive review.

The watch brand’s marketing team moved the account from Lucky Generals and media specialist Kite Factory, consolidating creative and media under one roof.

The decision marks a significant shift for Sekonda, which said it was seeking a “challenger proposition” to match its own market positioning.

Janet Gough, marketing director at Sekonda, said VCCP Blue “more than delivered in the pitch process,” adding that bringing media in-house through VCCP Media made “absolute sense” given the agency’s integrated approach.

“Integrating media services into the agency via VCCP Media to benefit from the agency’s integrated ethos and systems made absolute sense,” Gough said.

VCCP Blue, which handles smaller, challenger-style accounts within the VCCP network, has been building its media capability in recent years. The unit first tested the waters with media services a few years ago, and while progress was initially slow, it has since developed a more credible offering that positions it as an alternative to the large holdco-owned media networks.

Roly Darby, managing director at VCCP Blue, said the win reflects a natural alignment between the brand and the agency.

“Sekonda’s challenger ambition perfectly matches our mindset at VCCP, and by fusing our creative, media, and production smarts, we will bring our core philosophy to life, because it only works if it all works.”

The appointment underscores a broader trend among brands to seek tighter integration between creative and media, particularly in categories where speed, agility and a distinct point of view are seen as competitive advantages.

For Sekonda, the move is designed to sharpen its challenger positioning in a crowded watch market, while VCCP Blue gains another high-profile account to anchor its integrated model.