Pentax Taps RPA

LOS ANGELES Independent RPA in Santa Monica, Calif., has won creative and media duties for Pentax following a review, the agency said. Estimated billings are $10 million.

“This is a great brand with a long history of making great products,” said Tom Kirk, evp, management account director at the shop. “We’re looking forward to breathing new life into the brand. They’ve been a little quiet and lacked a strong Web presence.”

“We believe RPA has the vision and resources to leverage the strong heritage of Pentax and reestablish our brand as a viable player in the U.S.,” said client president Ned Bunnell.

The review by Golden, Colo.-based Pentax came down to three finalists: RPA, WPP Group’s Y&R, Irvine, Calif., and independent DGWB, Santa Ana, Calif., according to sources. The agencies declined comment.

The brand’s last lead agency was independent Hunt Adkins in Minneapolis; Pentax and HA split in January 2007.

At RPA, the brand will be placed in the non-automotive group and handled by svp, creative directors Pat Mendelson and Joe Baratelli, according to Kirk. He added that the new integrated campaign, with an emphasis on print, interactive and event marketing, would launch in about six weeks.