Italian eyeware company Safilo Group has appointed Wieden+Kennedy Amsterdam to handle its Carrera brand. Carrera (left, as sported by Usher) began in Austria in the 1950s as a specialist in ski-ing and motor racing goggles.
The agency will launch a teaser campaign later this year (it seems to like these) and then unveil a new creative strategy from point of sale through to advertising in 2013.
Nicola Giorgi, global head of Safilo’s Brands Division, said: “We are enthusiastic about working together with one of the leading creative agencies in the world. Carrera will benefit from a boost in creativity which builds on the racing heritage of the brand to fulfill its great growth potential. With this strategically important partnership we will take another step towards the development of our brand on a global scale.”
W+K Amsterdam managing director Clay Mills says: “The Carrera brand enjoys an interesting mix of heritage and modernity. We are thrilled to be helping Carrera discover its voice and expand its footprint globally.”
The global eyeware market is led by Luxottica which owns Ray-Ban and Oakley among many others. Luxottica, also based in Italy, enjoys worldwide sales of around $7bn and recently appointed Omnicom to handle its global media budget of around $300m.