Luxottica Consolidates Global Media Account at Omnicom

Spent Nearly $125 Million in U.S. Media Alone Last Year

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Milan-based eyewear giant Luxottica Group has consolidated its global media-buying and -planning business at holding company Omnicom after a competitive review.

The business will be housed within Omnicom Media Group, according to industry executives. OMG referred a request for comment to Luxottica, which did not respond by press time.

Last year, the eyewear manufacturer spent $122 million on measured media in the U.S. alone, according to Kantar Media. The eyewear giant reported net sales of more than $7 billion in 2011.

The shift means that Luxottica is moving all its media business under a single ad-holding company roof; earlier multiple agencies had been working on the account globally. In 2005, the Luxottica Retail U.S. division moved its media business from OMD to Publicis' Starcom. At the time, Ad Age had reported that OMD did not defend the business. In 2010, the company entered a broader, global relationship with Publicis Groupe .

It's understood that the company invited media agencies within Publicis Groupe , Aegis, Interpublic Group of Cos, Group M and Havas to participate in the review. These agency networks did not immediately respond to requests for comment.

With the new assignment, Omnicom Media Group, which oversees global media shops PHD and OMD, will be responsible for all media communications and digital services for both Luxottica's wholesale and retail divisions.

The wholesale division includes house brands and licensed brands such as Ray-Ban, Oakley, Persol and Oliver Peoples, as well as licensed brands like Chanel, D&G, DKNY and Ralph Lauren. The retail division includes Sunglass Hut across the world, and LensCrafters, Sears Optical and Pearle Vision in the U.S.

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