By Stephen Levine
NEW YORK–McCann-Erickson last week won Pearle Vision Centers’ estimated $25-30 million advertising account, which includes all creative and media planning and buying duties. The account had been handled for five years by GSD&M in Austin, Texas. The incumbent did not defend the business.
McCann bested finalists W.B. Doner & Co., Southfield, Mich., and Publicis/Bloom, New York, for the account.
Jim Heekin, McCann-Erickson’s North America president, said the company’s established tagline, ‘Nobody cares for eyes more than Pearle,’ would likely remain in the New York shop’s new campaign, which is scheduled to air nationally by midsummer. ‘We want to dramatize that line to make it relevant to baby boomers today,’ said Heekin.
Heekin said it is ‘an open-ended question’ as to whether Dr. Stanley Pearle, the company’s founder and longtime pitchman, would be featured in future ads.
Pearle Vision last year became a unit of Cleveland-based Cole National Corp. and is one of the nation’s largest eyewear retailers with approximately 700 stores. Cole also operates about 1,000 outlets in such retailers as Sears, Montgomery Ward and Target, under those stores’ names.
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