US-based sunglasses brand Oakley has appointed BJK&E Media to handle its &£1m media buying and planning account.
This is the first time the fashion brand has appointed a media agency and the move will not affect Oakley’s in-house creative arrangements.
Oakley marketing consultant Alistair Franks says: “We are absolutely passionate about our brand and as such have been reluctant to work with outside suppliers. However, BJK&E has demonstrated an immediate understanding of the brand and I’m sure it can make a significant contribution to our business.”
The company, which targets the upmarket sunglasses sector, is increasing its presence in the UK with the launch of branded stores. Oakley already has stores in the US, Mexico and Australia.
In July 2000, actor Tom Cruise made Oakley’s X-Metal Romeo sunglasses famous when he wore them in the Hollywood blockbuster Mission Impossible 2.
Oakley has also diversified into watches, footwear, clothing and prescription glasses. The brand’s clothing products include a water-resistant line called Unobtainium for active sports enthusiasts such as skiers. Last year it launched curved sunglasses which, it claims, eliminate visual distortion.