Bartle Bogle Hegarty celebrated a double coup this week by landing the
global account for the Bausch and Lomb flagship sunglasses brand, Ray-
Ban, and the pounds 3 million McCain Foods frozen pizza business.
The sunglasses giant is set to double its media budget next year - to a
figure estimated to be as much as dollars 40 million - for what will be
its first global advertising campaign.
BBH’s media arm, Motive, has won media planning and strategy globally on
Ray-Ban, while media buying will continue to be handled locally.
BBH’s first work, a mixture of cinema, TV and print, will break in 1997
and will move the brand on from its 80s image to focus on younger
consumers. The agency won the work following presentations to B&L
managers from the three incumbents, Young and Rubicam, Leo Burnett and
the US-based Arnell Group, and other unnamed shops.
Burnetts has handled Ray-Ban in Asia since earlier this year and Y&R in
Europe since 1992. The Arnell Group, which has worked on the brand since
1990, is expected to continue with US media placement and some account
W. Jeff Pontius, who has global marketing responsibility for the brand
at B&L, said: ‘Our previous marketing strategy - which involved creating
and placing differently themed ads in regional markets - did not take
full advantage of the unique cachet that makes Ray-Ban the leading
sunglasses brand around the world.’
Nigel Bogle, the joint chief executive of BBH, added: ‘The Ray-Ban story
is a wonderful combination of style and substance and we look forward to
BBH took the McCain business in a three-way contest against Walsh Trott
Chick Smith and Howell Henry Chaldecott Lury. The most recent TV ads
were created by the HHCL Brasserie, which concentrates on project-only
Rupert Howell, managing partner at HHCL, said: ‘It was our view that
McCain needed to move beyond advertising. It did not agree.’
Poulter, which did not pitch, retains the media planning and buying for