Lensmaker Contacts 6 Agencies




Midwest Shops Are Among Those Involved
CHICAGO–Wesley-Jessen, maker of FreshLook color contact lenses, is considering six agencies for its $7-10 million account, sources said.
The competitors include incumbent Crowley Webb & Associates in Buffalo, N.Y. Also in the running are Cramer-Krasselt and Publicis & Hal Riney, both Chicago; Martin/Williams in Minneapolis; and New York shops DiNoto Lee and Lotas Minard Patton McIver. The account includes creative and media buying, sources said.
Wesley-Jessen, headquartered in Des Plaines, Ill., markets tinted lenses under several brand names, including Durasoft, FreshLook and Wild Eyes. It also has a substantial overseas market.
Sources said agencies will be briefed next week for final strategic and creative pitches, which are scheduled for the week of March 20.
A company representative could not be reached for comment. While the budget has been listed at around $8 million, no ad spending was recorded last year by Competitive Media Reporting.
In the mid-1990s, Foote, Cone & Belding had the account and produced campaigns starring high-profile personalities, including model Christy Turlington and ice skater Kristi Yamaguchi.