Two months after adding a credit card brand, Gotham has entered the retail arena.
Sunglass Hut, a Luxottica Group brand with a global footprint, has hired the New York shop as its new lead creative agency worldwide. The assignment arrives after a review that began in the fall.
The other finalists could not be ascertained but sources said that Sunglass Hut briefed four shops and later cut to two before selecting Gotham. The new agency succeeds Moon Communications Group.
Beyond traditional advertising, the assignment includes digital and social media efforts, in-store communications, mobile marketing and events, according to Nick Johnson, Gotham’s president. The agency’s first campaign is expected to break in the summer.
Initially, Gotham will focus on key markets like North America, Australia and South Africa. Sunglass Hut, however, is growing and will need ads in other regions as well. All told, the retailer has more than 2,700 outlets.
Global media spending was not available. In the U.S. alone, spending exceeded $6 million in 2011 and $4 million in the first nine months of 2012, according to Nielsen. Those figures don’t include online outlays, however.
Gotham, a single-office unit of Interpublic Group in New York, typically uses sister shop McCann Erickson to distribute its ads overseas. That’s the case with Maybelline, Gotham’s largest account by revenue.
The agency’s other top accounts include Denny’s, Best Western, Citi AAdvantage and now, Sunglass Hut.
Past Sunglass Hut ads featured models wearing designer sunglasses. For example, Georgia May Jagger, daughter of rock icon Mick Jagger, appeared in a print campaign that broke last year.
Media planning and buying were not in play and remain at Omnicom Group’s OMD, the global media agency for all Luxottica brands. Beyond Sunglass Hut, Luxottica’s portfolio includes LensCrafters, Ray-Ban and Pearle Vision. Last month, Pearle Vision shifted its U.S. creative account from Arnold to Energy BBDO, also after a review.