LOS ANGELES Omnicom Group's Cutwater has won Arnette sunglasses, its third Luxottica Group brand, following a review, the agency confirmed.
The San Francisco shop already represents Luxottica's Persol and Ray-Ban, for which it launched the "Never hide" campaign. The Arnette global assignment is expected to include print, out of home, online and viral marketing.
Cutwater pitched in the finals against the New York advertising design collective 2one5 and Akestam Holst of Stockholm, Sweden, according to the agency.
Cutwater ecd Chuck McBride said the creative differentiation among the three brands would be based on "their different audiences: Ray-Ban reaches into the general audience; Persol is much more exclusive, a refined piece of equipment with craftsmanship and a higher price; and the Arnette user is off doing extreme sports, from racing in Spain to surfing in California. It's a much more countercultural brand. They've all occupied different parts of my life. They are distinct by nature. It's going to be fun."
McBride said that the client approval process is under way, with the first work expected to launch in the next few months. Because of a small budget, he said viral components would be important to the Arnette push.
Cutwater president Brad Harrington said that Arnette is "a brand that many of us 3S (skate, surf and snow) guys grew up with. It has a great history and it's brand that's ready to be rediscovered by the young at heart."
In a statement, Luxottica Group marketing director Fabio d'Angelantonio said Cutwater prevailed because of "their understanding of the consumer experience, combined with their passion and creative talent. . . . During the pitch, and throughout the past year on Ray-Ban and Persol, they have consistently demonstrated compelling thinking about our business."
Luxottica is headquartered in Milan, Italy. The company spent $435 million globally in 2006, including $120 million in the U.S., per TNS Media Intelligence. Brands include Lenscrafters and Sunglass Hut.