Vivitar Poses With Potter

Photo Products Firm Consolidates at Roster Shop
LOS ANGELES–Vivitar Corp. has consolidated its estimated $3 million consumer and trade advertising account at Potter/Katz & Partners. The agency will develop a major brand-building consumer campaign to break in the third quarter.
The Toluca Lake, Calif., agency has been working for the photography products company for the past two years, handling its digital imaging division since that unit’s inception. The head of that division, Doug Howe, was named Vivitar’s new president in March.
“[Vivitar was] looking for synergies in the marketplace, and asked to see how we might help them accomplish their goals,” said agency principal Don Potter. “They liked the way we positioned [them] and the way we looked at helping them get to where they want to be.”
With the consolidation, the shop picks up ad responsibilities for Vivitar’s sports optics (binoculars) and photography (cameras, lenses, tripods and flashes) products. Those duties were previously handled by Kodiak Advertising in Moorpark, Calif.
Charles Peralta, Vivitar’s executive vice president of sales and marketing, said the account consolidation is “the first of many steps we plan to take in our quest to become more visible in today’s aggressive consumer marketplace.”
The agency’s brand-building campaign will show Vivitar’s “diversity of products,” Potter said. Ads will likely run in consumer and photo enthusiast magazines.
The $10-15 million agency’s other clients include Kimlan Foods, Western Bagel and Eclipse Car Audio.