Waterford Crystal in Play

NEW YORK Waterford Wedgwood USA is slated to visit more than a half-dozen agencies in a review of creative and media duties on its Waterford Crystal brand, sources said. Estimated billings are about $5 million, said sources.

Among the shops are the New York offices of MDC Partners’ Kirshenbaum Bond +
Partners, Cossette Communications and independents KraftWorks and AgencySacks, according to sources. Based on the visits, which begin next week, the client is expected to select three or four finalists to pitch the business.

Alan Krinsky Associates here is managing the process. The consultancy, which earlier this year completed a review for Medco Health Solutions, confirmed the review but declined further comment.

Among the key decision makers is Regan Iglesia, svp, marketing. Iglesia did not return calls or e-mails.

In the past, the Wall, N.J.-based Waterford has used New York shop Chillingworth/Radding to create print ads for the brand. (Chillingworth/Radding is not participating in the review, according to sources.) Media duties have been in-house.

The winning agency is expected to create traditional and interactive ads as well as collateral for stores and sales executives.

Waterford’s competitors include Baccarat Crystal, Tiffany & Co and Lenox.

Past major media spending on the Waterford Crystal brand has ranged from more than $1.3 million in 2006 to less than $1 million last year, according to Nielsen Monitor-Plus. Those figures do not include online spending.