Arnold Wins Pearle Vision

BOSTON Havas’ Arnold has won creative duties on Luxottica Retail’s Pearle Vision ad account following a review in which Interpublic Group’s McCann Erickson and WPP Group’s Grey, both in New York, also made final presentations, the client said today.

Consultancy Pile and Co. here managed the competition.

“Pearle Vision has been quietly doing something really important for people. We are going to help them be less quiet about it,” said Pete Favat, chief creative officer at Arnold in Boston.

The Cincinnati-based client spends about $12 million annually on ads.

Pearle’s incumbent was independent Stern Advertising in Columbus, Ohio. “Nobody cares for eyes more than Pearle” is the client’s longtime tagline.

Dr. Stanley C. Pearle, who wanted to create a single place where people could get a complete eye exam, frames and corrective lenses, founded Pearle in 1961. Luxottica bought the company in 2004.

In a separate review managed by Pile, IPG’s Gotham, WPP’s JWT and independents AR and Laird + Partners, all in New York, are pitching the estimated $3 million creative account of Sunglass Hut, which is also owned by Luxottica. That process is due to finish before year’s end.

Pearle has about 900 locations. Sunglass Hut has about 1,500 stores and sells high-end frames (by Luxottica’s Ray-Ban and others) as well as wristwatches.

Publicis Groupe’s Starcom in Chicago handles Luxottica’s national media chores.

Designer eyewear has been an active category of late. Milan, Italy-based Ray-Ban in May moved to Omnicom’s TBWA\Chiat\Day in San Francisco after a review. Foster Grant in September hired independent Duffy & Shanley in Providence, R.I., for a national campaign scheduled to break early next year.