Objective: Armani Exchange (AX) – Giorgio Armani's mid-priced urban fashion brand – recently launched a national marketing campaign to support its new watch collection. The effort, including a viral component, media relations, celebrity partnerships, and advertising, looks to drive watch sales and leverage the new category to generate awareness of the overall AX brand, said Patrick Doddy, VP and brand director at the company. The watches, available in AX stores and Macy's, are licensed through Fossil. “I think getting a ...