Oakley CEO On Hunt for AOR and a ‘Just Do It’-Like Rallying Cry
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Oakley is looking for a new agency to come up with its own version of Nike’s “Just Do It,” Ford’s “Go Further” or Chevrolet’s “Find New Roads.”
Oakley has narrowed down to two finalists in an agency search that initially included at least 15 shops, according to CEO Colin Baden. The winning agency will be tasked with a big job: to help Oakley come up with an internal and external rallying cry that will be used around the world to define what the sports eyewear brand is all about.
“It’s long overdue,” said Mr. Baden, who didn’t identify the two finalists. Most of Oakley’s marketing budget is devoted to sports marketing, he said. Oakley spend $11.3 million on ads in 2013, according to Kantar Media. But the CEO seems ready to spend more on a broad-based marketing strategy.
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