Gotham Wins Bausch & Lomb

NEW YORK — Gotham has landed creative and media duties on Bausch & Lomb’s consolidated $30 million account, the agency confirmed.

The New York shop, which teamed with sister agencies Torre Lazur McCann Healthcare and Weber Shandwick, bested three other shops: BBDO, J. Walter Thompson and Cline, Davis & Mann, all in New York. Previously, the business was split among several shops.

Gotham will handle consumer directed advertising, while Torre Lazur will craft ads targeting doctors, said Stone Roberts, CEO of Gotham. Public relations duties will be handled by Weber Shandwick. All three shops are owned by Interpublic Group.

News of the win surfaced as agencies awaited word on a cut to two agencies, who were to meet with Ronald Zarrella, the client’s CEO. In the end, however, Zarella left the decision to his marketing executives, including Bob Moore, vp of marketing for the Americas, said sources. “It’s his budget, so Zarella thought it should be up to him,” a source said.

The review, which began in June, was managed by New York consultancy Joanne Davis Consulting. Initially, some 15 shops were contacted. Client executives visited the remaining five shops about two weeks ago, in what sources described as strategy sessions.

In awarding the business to Gotham, the client cited Gotham’s broader healthcare experience, which includes corporate duties on Pfizer and Empire Blue Cross/Blue Shield and product ads for Bristol-Myers Squibb and Abbott Laboratories, Roberts said. Two executive creative directors at the agency–Monte Matthews and Alan Colello–also worked on the launch Johnson & Johnson’s Acuvue, when they were at the former Lintas.