Water cooled transmission oil cooler?

When I drive my car in stop and go traffic the oil in the transmission gets extremely hot and I have had to pull over and let it cool off several times and its a brand new transmission with an air cooled cooler. If I rigged up a water cooled cooler with a heat exchanger and fan to chill the water would that remove heat better? Or maybe even a cooler with heatpipes to remove the heat? We have a 2 50 ton hydraulic punch presses at work and 1 has a normal water cooled chiller and the other has a chiller with heat pipes. The one with heat pipes has never overheated and the normal one over heats several times a week.