Della Femina Claims Camera Account

LOS ANGELES Pentax USA has tapped Della Femina Rothschild Jeary and Partners to handle its creative and media account, sources said.

The Golden, Colo.-based camera manufacturer selected Omnicom’s Della Femina in New York following a review. The other finalists were independents Kirshenbaum Bond + Partners West in San Francisco and VitroRobertson in San Diego, according to sources.

Agency officials either declined comment or could not be reached. Pentax representatives did not return calls.

Pentax had worked with Launch, an independent agency in Denver, for just over a year. The shop did not participate in the review, sources said. Launch officials declined comment.

While Pentax has spent approximately $5 million annually on ads, that figure is expected to increase as the client focuses on promoting its digital products, including its Optio Digital camera line, sources said.