7853: Transitions Optical Should Go Darker.

Adweek reported Transitions Optical is holding a global search for a new advertising agency. The company is “a leading manufacturer of photochromic lenses that darken on exposure to ultraviolet rays.” So it would be highly appropriate for Transitions to expose itself to some darker agencies—that is, invite minority shops to compete versus going with the standard White guys.

Transitions Optical Holds Global Search
Pile + Co. manages review for estimated $60 mil. creative assignment

By Andrew McMains

Transitions Optical has confirmed launching a review of global creative duties on its advertising account and is using Boston consultancy Pile + Co. to manage the process.

The account includes both traditional and digital work, according to a request for proposals from Transitions, a leading manufacturer of photochromic lenses that darken on exposure to ultraviolet rays.

In addition, the winning agency “must demonstrate that it can work well and collaborate with a client’s other agency partners such as [its] media planning and buying firm as well as regional agency partners and instances where the agency is not the lead,” the RFP states.

Account revenue could not be ascertained, but sources estimated global major media spending at $60 million annually. In the U.S. alone last year, Transitions spent nearly $27 million in major measured media, according to Nielsen. The total for the first five months of 2010 approached $19 million. Those figures don’t include online spending.

The client’s most recent global lead agency was Publicis Groupe’s Saatchi & Saatchi Wellness, but the shop split with Transitions several months before the review process began.

For its digital needs, Transitions uses different agencies in different regions on a project basis. In the U.S., for example, independent This Is Red in Pittsburgh has handled digital projects.

In the end, Transitions may hire a single agency to handle all of its global creative needs, said chief marketing officer Alexis Cardona. But the company is keeping its options open and will consider hiring multiple shops, particularly if it can get best-in-breed that way, Cardona said.

Cardona joined Transitions in March, after 15 years at Procter & Gamble. He started as an assistant brand manager for food and beverage brands in Puerto Rico and left as global marketing director on Oral B.

At Transitions, which is based in Pinellas Park, Fla., Cardona succeeded svp of marketing Bette Zared, who left in 2009.

Not in play are media duties, which are handled regionally by various shops.

Agency RFP submissions are due on Monday and, based on the replies, the client is expected to select a handful of finalists to pitch the business.

Transitions hopes to complete the review by mid-October, according to the RFP.