CARRERA Eyewear Names Wieden+Kennedy Amsterdam As Creative Agency

CARRERA, the international eyewear brand owned by Safilo Group, and Wieden+Kennedy Amsterdam are proud to announce that they will be working together on the creative strategy for the brand's new global communication.

The partnership will initially focus on a new teaser campaign that will be launched in the second semester of 2012 and will appear on various media channels, including online, as well as in worldwide points of sales. The teasing campaign will underline the dynamic and timeless spirit of the CARRERA brand: a spirit that has its roots in 1956, when the brand made its debut and began its successful growth and development, while still maintaining its "racing" spirit.

The second step will be a new global brand communication platform that will kick off worldwide in the first quarter of 2013. Together with CARRERA, W+K will develop the new strategic guidelines for the online, offline and in-store communication of the brand.

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, one of Safilo's strategic brands that enjoys worldwide success, 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."

Clay Mills, Managing Director of W+K Amsterdam, added: "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."

About CARRERA
CARRERA's trademark history in the sector of sports eyewear began in 1956. The sunglass brand reached new heights of popularity in the 1980s, becoming one of the most iconic fashion sunglass collections of the decade. In 1996, Safilo Group, worldwide leader in the premium eyewear sector for sunglasses, optical frames and sports eyewear, acquired CARRERA. Today, CARRERA remains an iconic and successful international eyewear brand synonymous with design, innovation and quality both for sunglasses and optical frames.
For more information: carreraworld.com

About Wieden+Kennedy Amsterdam
Wieden+Kennedy is an independent, creatively led advertising agency that creates strong and provocative relationships between good companies and their consumers.
Founded in 1992, the Amsterdam office is not a Dutch agency, but a truly international agency purposefully built to produce global and pan-European campaigns.
Clients include Coca-Cola, Levi's, Heineken, GE, Nike, Electronic Arts, P&G, BASF, CARRERA and ESPN. W+K Amsterdam was recently named the world's most awarded advertising agency in 2011 by The Gunn Report.