Ray-Ban Selects TBWA\C\D

NEW YORK Luxottica’s Ray-Ban has awarded the creative portion of its global ad account to TBWA\Chiat\Day following a review, according to the client. Estimated billings are $30 million.

Omnicom Group’s TBWA\C\D in San Francisco beat out at least five other agencies; final pitches were held last week at Ray-Ban’s headquarters in Milan, Italy.

Fabio d’Angelantonio, marketing director of Luxottica, in a statement said the agency “best responded to the brand’s desire to continue to be a global icon. We are anxious to begin working with the team in San Francisco on our new strategic platform.”

Other contenders included Interpublic Group’s McCann Erickson, Publicis Groupe’s Leo Burnett and The Kaplan Thaler Group and independent StrawberryFrog, per sources.

McCann has worked on the account through its Italian operations but was not considered the incumbent on the global business.

Executives at the agencies either could not be reached for comment or referred inquiries to client officials.

Ray-Ban spent $5 million last year in domestic measured media, per TNS Media Intelligence.

Introduced in 1937, the brand gained icon status in the 1950s and ’60s via appearances in fashion spreads and films such as Breakfast at Tiffany’s, in which Audrey Hepburn wore Ray-Bans.