NEWS: Shilland takes over as Ray-Ban’s PR wayfarer

Shilland and Co has added to its portfolio of big name clients by winning the PR account of sunglasses brand Ray-Ban.

Shilland and Co has added to its portfolio of big name clients by

winning the PR account of sunglasses brand Ray-Ban.

The agency won the prestigious account, from previous incumbent Ogilvy

Adams and Rinehart, following a four-way October pitch to US optical

giant Bausch and Lomb.

The consumer and trade PR account has a budget of pounds 150,000 with

fees making up around pounds 75,000.

Peter Shilland, chief executive of Shilland and Co - which already

handles Levi Strauss, Kiss 100, Audi and Umbro - said the agency would

be targeting a broad sweep of markets, with particular emphasis on 16-

to-24-year-olds. He stressed that the campaign would build on the

contemporary strength of Ray-Ban, as well as the 59-year-old brand’s

heritage. ‘It will not be a ‘Rest in Peace’ campaign’, he explained.

Sale of sunglasses, of which Ray-Ban is its leading brand, brought in

more than dollars 500 million (pounds 300 million) last year for Bausch

and Lomb with this year’s prediction being at the same level.

The agency change comes six months after Bausch and Lomb launched a

pounds 40 million marketing strategy for Ray-Ban, aimed at securing a

more co-ordinated global push.

Fiona Driscoll, chief exeutive of OA&R said she thought the move was

part of a global consolidation of marketing communications into Ray

Ban’s ad agency BBH which works with Shilland on the Levi account.


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