Luxottica Brings Publicis Into Focus

Italian eyewear giant Luxottica Group has tapped Publicis Groupe to provide global marketing and advertising services for lead brands in the company’s portfolio like Ray-Ban and Persol, as well as its optical retailers such as LensCrafters and OPSM.

It is not known which Publicis Groupe companies will work on the business. The work has been handled by various shops in markets worldwide.

All told, Luxottica’s ad spending in the U.S. alone was $85 million in 2009, up from $75 million in the previous year. Through the first seven months of 2010, the company spent more than $60 million in domestic measured media. Global spending tops $400 million, per the company’s filing with the SEC.

Luxottica, based in Milan, Italy, has over 6,300 optical and retail stores in 130 countries in North America, Asia-Pacific, China, South Africa and Europe. Aside from LensCrafters and OPSM, other brands include Pearle Vision in North America. Luxottica also manufactures eyeglass brands like Oakley, Vogue, Oliver Peoples, Arnette and Revo — and licenses high-end brands like Bvlgari, Burberry, Chanel, Dolce & Gabbana, Donna Karan, Polo Ralph Lauren, Prada, Salvatore Ferragamo, Tiffany and Versace.

“We are very excited to be entering this new partnership with Publicis Groupe, one of the most important agencies in the world,” Fabio d’Angelantonio, Luxottica’s CMO said in a statement. “We believe that Publicis is the right partner to get us to the next level of success in the highly competitive global marketplace.”