Publicis Communications has drafted creative teams from around the world to help Marcel crack a brief for Ray-Ban, the Luxottica brand.
Marcel, Ray-Ban’s global creative agency, has been tasked with creating a major campaign that is set to launch in September.
The agency has asked creatives at its sister shops to help with the brief, taking advantage of the new structure that aims to foster greater integration at the group.
The agencies include Bartle Bogle Hegarty London; Saatchi & Saatchi London; Leo Burnett in Chicago; and Marcel in New York, Paris and Sydney.
The creative team behind the winning idea will produce the campaign under the guidance of Marcel’s chief executive, Charles Georges-Picot, who will retain responsibility for the client.
Georges-Picot said: "We are putting the 'power of one' in motion, and at the service of our clients. Ray-Ban is a big important client for us and we’ve had lots of success with them over the years. We are looking at creating a new story for Ray-Ban after nearly 10 years of one campaign. It is not an easy creative exercise."
Marcel decided to put the "great creative opportunity" out to other parts of the group. Georges-Picot said he was not worried about pressure on the P&L because the budget would still be shared within the Publicis Communications group.
The team has shortlisted creative ideas and is putting them into research shortly.
"This is a new way of working for us that really makes sense," he said.
This article first appeared on campaignlive.co.uk.