Optical Retailer Selects Harmelin Media

NEW YORK America’s Best Contacts & Eyeglasses has assigned the media portion of its estimated $10 million account to Harmelin Media without a review, the shop said. The business had been at Pro Media in Natick, Mass.

Harmelin in Bala Cynwyd, Pa., had competed against Pro Media for the account in 2002, when the client replaced Doner in Southfield, Mich., with the Boston shop. This time the Philadelphia-area client retained a local media service, said Karen Petrillo, a vice president at Harmelin.

The Pennsauken, N.J.-based optical retailer’s 100-plus locations compete against Pearl Vision and For Eyes in 40 media markets. Harmelin’s first-quarter 2004 media schedule consists entirely of broadcast TV spot buys, but the independent shop will be investigating online and cable TV options, Petrillo said.

Founded in 1983, Harmelin Media has billings of more than $225 million and about 100 staffers. Its client roster includes Aetna, BET, Yellow Book, Comcast, George Foreman Grills, Lawn Doctor, Lilly Pulitzer, Boscov’s and Tasty Baking Co.