LensCrafters Seeking ‘Big Ideas’

Optical Chain Begins Promotions Review
CHICAGO–Discount optical chain LensCrafters is conducting a review for an agency to handle a new promotional marketing assignment.
Kathy Clark, manager of public relations at the Cincinnati-based company, said a request for proposals was sent out this month to agencies nationwide. LensCrafters is seeking a shop with “big ideas” and experience in event marketing, she said. The company is not using a consultant. Billings have not been determined.
LensCrafters is expected to narrow the list of contenders to five finalists shortly after Labor Day, with presentations scheduled shortly thereafter, Clark said. She said the company expects to make a decision by the end of the year.
“It’s all new; there’s lots of exploring to do,” she said of the long deliberations the company anticipates before an agency can be chosen.
Deutsch, New York, handles creative duties on LensCrafters’ $46 million advertising account. BBDO, New York, handles media buying for the account.
LensCrafters’ most recent TV ads show store managers and staffers waiting on customers who get everything from regular eyeglasses to prescription sunglasses. The tagline is, “Helping people see better one hour at a time.” About 40 different spots have aired since January.
Deutsch recently announced it would expand its media department in hopes of securing media responsibilities from clients for which it handles only creative work, such as LensCrafters. However, Clark could not say whether the company was considering any changes in its media buying. –with Scott Hum