The Daily Telegraph from London, Greater London, England • 45

BUSINESS2HhJOBSTrhurS News analysis Blockbuster sales approach could dazzle the uninitiated NON-JOB OF THE WEEK Sunglasses are cool but marketing techniques are hotting up writes Robert Miller Hn34 Director of Diversity marketing agreements with some of the distribution companies and produced point-of-sale material like show cards featuring images of the actors wearing Recent examples of such deals indude the new Starsky Hutch film (Ray-Ban Aviator) and Men in Black I and II (Ray-Ban Predator) Ray-Bans were also worn in Angels and Dare Devil Ayis Virides managing director of the sunglasses division of David Clulow an independent firm with a chain of 30 shops which also sells sunglasses and 10 outlets dedicated to sunglasses from all the major brand names is very much in favour of single brand promotions and product placements have definitely seen sales of Ray-Ban sunglasses increase since this latest promotion he says they are good for sales in general because people see the campaign and visit us only to decide that Ray-Ban for them and they buy something else like Chanel or Prada Product placements in films Employer: Department for Constitutional Affairs (DCA) Salary: up to £85000 (more available for an exceptional candidate) And what does he mean by history? Could this be a reference to the newer brands such as Police (from Italian rival De Rigo) tiie sunglasses worn and promoted by David Beckham? And while on the subject does he think recent publicity over allegations of an extra-marital affair by the England football captain has affected sales of Police sunglasses? know about the sales question but I doubt says Mr Stefanutto you mention ft I think we have different marketing strategies Maybe if you buy Police because you want to look like David Beckham paid to wear them Our celebrities wear them out of choice And by history I mean that Ray-Ban was created way back in 1936 with those famous aviator-style sunglasses (as worn by Tom Cruise in the film Top Gun) The name stands for innovation in lens technology and does what it says it literally bans the harmful While Luxottica may eschew solo celebrity promoters it is certainly big in Ray-Ban with movie blockbusters has a very strong connection to says Mr Stefanutto are a vertically integrated group We not only make and distribute sunglasses on behalf of our own brands and others as always done but we also do optical frames as welL is very much a part of this strategy The current campaign tells you that Ray-Ban is in the optical frame market that we have a Junior range for ages 6 to 14 and that Ray-Ban sunglasses have a famous Even if Mr Stefanutto believe that Ray-Ban was the best he wears them himself he has to work to an overall group strategy that is directed from Milan he explains promotions and the point-of-sale material for the different brands are the same wherever you go in the world It makes for much tighter control of the overall business strategy as well as the brand promotional aspect of Product placement began with Top Gun and we couldn't keep pace with demand have worked for us too I remember when it started with Top Gun and we keep pace with demand We have people come in after been to the cinema and ask for particular sunglasses as worn in say Starsky Hutch or they name a character in a film and ask for the same Where Mr Stefanutto does have the power to change things in the UK arm of business and its flagship Ray-Ban brand in particular he has exercised it For example when he arrived in London he found that the approach to selling glasses in many of the outlets Luxottica supplied with Ray-Bans was very much a summer-only business would come out in April and disappear again in he says we rationalised our distribution network to make it more in keeping with the special image and styde of Ray-Ban we want to But surely there are only so many pairs of sunglasses Ray-Ban or otherwise that people will buy? are nowhere near that point insists Mr Stefanutto people buy different pairs and styles for all sorts of activities They could be sports-related something to wear on the beach a pair for driving and even another pair just for the evening just as with other fashion accessories such as watches or clothes sunglasses are always changing Ray-Ban Currently the television ads appear on Channel 4 with the new series of Big Brother a prime target audience and Sky Sports In magazines Heat Elle and Health are favoured conduits But surely this a high-risk marketing approach and sales of other brands not least pedigree stable mates could suffer as a result? this says Mr Stefanutto an Italian who came to London six years ago brands are aimed at different lifestyles Very often people are attracted by a particular brand promotion and end up buying another brand altogether better suited to them And we still have separate budgets for our other licensed fashion So how does this single brand promotion fit in with overall business strategy -apart that is from trying to sell more expensive sun glasses? And what exactly do the Ray-Ban ads tell us? explains Mr Stefanutto been manufacturing sunglasses since the 1960s when the firm was started by Leonardo Del Vecchio He still owns a majority shareholding but we are also listed on the Milan and New York stock exchanges you see now is the result of some strategic business changes that started a few years ago when we bought LensCrafters in the United States and then Ray-Ban Our message if HOW many pairs of sunglasses do you own? And are they designed by well-known fashion houses or just standard shades that get the job done? These are the sort of questions that Ernies Stefanutto manager of the UK arm of Luxottica the Italian company that designs manufactures and sells sunglasses and prescription frames would like us to give some serious thought to Given that this year we will spend an estimated £130m on premium-priced sunglasses alone (over £50 a pair) it is not an unreasonable request The brands sold by Luxottica include some of the best-known not to mention expensive names in fashion accessories: Ray-Ban Bulgari Prada Killer Loop Chanel Amette PersoL Moschino and Versace among others As a guide the cheapest pair of Ray-Bans for instance cost around £60 and at the top end you could be in for as much as £230 for a pair of Bulgaris This summer though Mr Stefanutto is devoting a very considerable amount of time Mid money on the promotion of just one brand Ray-Ban Luxottica actually owns Ray-Ban bought in 1999 for $650m as opposed to manufacturing and distributing sunglasses under licence as is the case with its Chanel Bulgari and Versace connections This year he will spend around £500000 on television and lifestyle magazine advertising for Perils of being Why does the DCA need a director of diversity? A year ago Lord Falconer Tony former flatmate presided over the creation of the DCA to replace the Lord Department It is responsible for much of the legislation dealing with discrimination on grounds of sex race religion disability age and gender orientation that has hit the Statute Book over the past 30 years Naturally Government ministers are keen that the DCA should be the obvious bit of Whitehall to be seen to give a lead in complying not only with the letter but also with the spirit of all that legislation This is particularly important as Lord empire is expanding rapidly: it will have a staff of 22000 from next April Lord Falconer says his department has a simple motto: justice rights and democracy Embracing the challenge of diversity is critical to our credibility and success he claims the justice system we deal with a very diverse customer says a DCA spokesperson ministers think it important that we reflect the background of the customers the department is dealing So where do you fit in? Your job was created after a review of diversity strategy earlier this year threw up 15 recommendations The review urged strengthened corporate diversity' unit to develop a formal structured approach to ensure compliance with diversity legislation by next It also said a new head of corporate diversity should bring in impact from next October What Is a diversity impact assessment? Er I think it is monitoring targeted levels of diversity I hope that answer is helpful How big is the job and how long have you got? You will have a two-year contract and you may well come from outside the Civil Service culture to do it You are the missing specialist who can evangelise not just every comer of the DCA itself on the benefits of diversity but even other government departments of the benefits and implement ideas that are guaranteed to bring about a genuine cultural What must you bring to the party? Naturally you should already have worked at a senior level in diversity with a thorough grasp of the issues and best practice several good ideas of your Anything else? The DCA has devised a splendid slogan to sum up your role: Changing minds changing hearts changing lives So you are going to be busy Indeed with all that to do barely have time to change your underpants Cliff Hall is the divisional director at Loewy the communications agency responsible for Luxottica's £500000 Ray-Ban promotion So we asked him whether single brand ad campaigns were a high-risk business strategy for companies in general "If you think about it they are probably more common today than ever he said "Take car advertisements Almost all promote specific models but if you look at say Volkswagen the promotions also convey the quality and style of the manufacturer as well as the individual car "Nowadays broader corporate recognition campaigns are most likely to be used in the business-to-business world" What would Mr Hall advise any company executive about to embark on a marketing campaign regardless of the size of its budget? In the frame: Cliff Hall with Ernies Stefanutto who are working together cm Ray-Ban sales promotion Picture: Justin Thomas Before setting out on campaign Mr Hall gave the following advice to executives about to embark on a marketing campaign Ensure your message is relevant Be very sure about your target audience With magazines decide whether to go for those with say 100 pages of advertising or the more exclusive approach where there are just lOads With television remember that there are now multiple outlets Is your target audience watching Coronation Street or Friends? Consider using mail shots mobiles or the internet as means of promotion Continually monitor the media in which you advertise What worked well in a previous campaign may no longer be relevant Be prepared to switch tack if you are not getting the response you want Make sure your promotional material whether on television in magazines or even an internet is the very best quality You might have a brilliant product or brand but if the campaign is fundamentally flawed you've lost the moment Non-job suggestions to: nonjobtelegraphcouk wwwhayspersonnelcom Development Director Decent Homes MidlandsSouth (neg) Executive Package Our client is one the UK's leading support service groups Operating nationally both in the public and private sectors they offer a range of services including the maintenance and management of property and highway assets to environmental services and technical consultancy With a committed approach to partnering they are able to foster long term relationships with their clients and suppliers ensuring their operations play an active part in the community As a leading supplier of services to the social housing sector they are continuing to work with the local authorities and registered social landlords in carrying out the various Government initiatives including a major drive to ensure that all social housing reaches a decent standard This is an exciting opportunity for someone to take a leading role in offering a service to deliver a programme of works within this sector and eventually manage their own operational company within the group Challenged with establishing and managing a talented sales team capable of achieving the long-term vision of the business you must be tenacious forward thinking and highly motivated with excellent people and performance management skills Ideally with around 10 experience of sales into the retail sector and the ability to develop innovative plans your proven networking skills and existing client contacts will enable you to develop a diverse client base that includes boutique bathroom outlets as well as retail multiples So if you have what it takes to shape our future and make waves in a niche sector with high growth we should be talking In the first instance please apply at wwwellisfEurbankcompressads When prompted enter the following reference: PTEL28343TH Alternatively you may also apply by e-mail to tonyhindellisfeirbankcouk or by post to the address below Please attach current Curriculum Vitae and include full salary details Ellis Fairbank pic is an Equal Opportunities Employer The Rote To win and develop work within the Decent Homes sector Implementation of a business plan including strategy development and marketing To put together full package of programmed works involved with the different trade specialists on all new work within this sector Set up effective supply chain management for the delivery of a cost effective service The Person Private sector commercial experience within property maintenance and social housing Previous business developmentsales and marketing experience at a senior level and able to demonstrate a proven track record of winning new work A working knowledge of the Government's Decent Homes initiative Experience of the bid management process Ideally with experience of supply chain management To apply plaasa respond in confidence quoting reference 1355 to Mike Lloyd at Hays Executive Search A Selection 172 Tottenham Court Road London WIT 7NS Tel: 020 7380 5011 Email: mikelioydOhays-executtvecom Closing date: 17 June 2004 Hays' Ellis Fairbank pic Bxxcunn search a selection ELLIS FAIRBANK HOUSE 2 MANOR ROAD HORSFORTH LEEDS LS18 4DX TEL: 44 (0) 113 259 3000 FAX: 44 (0) 870 0110685.