Leonard/Monahan Selected To ‘Re-energize’ Foster Grant

Who’s that behind those Foster Grants? It’s now Leonard/Monahan, which was named agency of record for the Dallas eyewear maker.
The $3-5 million ad account had been handled by Hanft Bryne Raboy Abrams & Partners in New York. No formal review was held, although the client had conversations with agencies in the Dallas area. The company was purchased earlier this year by AAi of Smithfield, R.I., a licenser of jewelry and accessories.
“Leonard/Monahan is the best agency to help us continue to re-energize the special legacy of the Foster Grant brand,” said William Potts, vice president of marketing for Foster Grant. “They have the track record of proven results with other clients and strong strategic and creative capabilities.”
The Providence, R.I., shop was retained to create a fully integrated ad campaign that includes creative development, media buying and planning and public relations duties.
Leonard/Monahan’s presentation to the client was spearheaded by creative director Kara Goodrich with assistance from Victoria Birk, vice president and management supervisor, and Josh Fenton, vice president of marketing.
“We’re excited because it’s similar to Keds. It’s an entire rebranding effort,” said Goodrich. “One of the major reasons they chose us is they were so impressed by our brand renovation for Keds.”
The trio will travel to Dallas this week to kick off the partnership. The next step, according to Birk, will be to conduct market research to determine a creative strategy.
Foster Grant is best known for its wide range of sunglasses, which Leonard/Monahan will market to 18-to-49-year-olds. Ads for the company’s reading glasses will target consumers over the age of 50.
Consumer and trade advertising will break in the first half of 1998. Television and print ads will run in the United States and in markets overseas. Leonard/Monahan is a member of Worldwide Partners, an international association of agencies that handles media placement abroad.
Although its well-known “Who’s that behind those Foster Grants?” tagline helped strengthen the brand’s image, the company’s recent efforts have been primarily promotional.