VitroRobertson to Take Oakley Beyond Sunglasses

VitroRobertson’s reputation as a strong print agency was one of the key factors that helped it win the Oakley business, according to the company’s new director of marketing.
“It’s tough to find a great print shop [that also does broadcast],” said Bill Daily, adding that VitroRobertson’s breadth of experience and the wide range of executions it presented were influential in the client’s selection. VitroRobertson has created award-winning print executions for such clients as Asics, Taylor Guitars and Yamaha WaterCraft.
The Foothill Ranch, Calif.-based eyewear maker has moved beyond just making its famous sunglasses. In the past year, it has added clothing, shoes and accessories under its brand umbrella, according to Daily, who recently joined the company from Mastercard, where he was sports marketing vice president.
Part of the challenge posed to agencies during the review was: “How do we take Oakley as an eyewear company and build it into a lifestyle brand that attracts a larger audience?” said Daily. Upcoming advertising will consist primarily of print executions, he said, with outdoor and broadcast possible for next year.
The initial efforts for the holiday season will focus on particular Oakley products, with an image campaign to break early next year, said Daily.
“We really went out and tried to talk to as many consumers as we could,” VitroRobertson general manager Alan Bonine said about how the shop won the business. “It was helpful to [Oakley] to understand what people thought about the brand.”
The agency will “reintroduce Oakley to the consumer base” through its upcoming ads, Bonine added.
The San Diego agency bested finalist Foote, Cone & Belding, San Francisco, in the review for the business, which was awarded last week. Goldberg Moser O’Neill, San Francisco, dropped out of the pitch two weeks before final presentations. There was no incumbent. Billings are initially $2 million, according to industry estimates.