Vista Eyecare Looking to Kovel

Kovel/Fuller has won Vista Eyecare’s optical stores business. Billings are estimated at $9 million.
The Lawrenceville, Ga., company was known as National Vision Associates until it acquired three competitors last year [Adweek, Aug. 2].
Kovel/Fuller, Los Angeles, was the incumbent for New West Eye Works, one of the three companies NVA bought. The NVA incumbent, Atlanta’s Pollack Levitt & Nel Advertising, did not defend.
The shop bested several rivals, including Grey Advertising, Los Angeles, and Atlanta shops 360, Fitzgerald & Co., Fountainhead Pringle Dixon Pringle (formerly Fountainhead) and Bennett Kuhn Varner.
The latter two are still vying for the client’s vision centers, located within Wal-Mart and Sam’s Club stores.
“[Vista] wanted complete-from-the-ground-up branding, sales and creative strategy,” said Kovel/Fuller president Lee Kovel. “[Eyeglasses] are a medical device as well as a fashion product.”
The agency already has a TV spot airing in test markets, said agency chairman John Fuller. A national TV effort will break next month.
With 930 stores, Vista Eye Care is the second-largest eyewear retailer in the country.