America's Best Contacts & Eyeglasses has selected W.B. Doner & Co. to be agency of record for its broadcast account and to handle a strategic planning assignment, said Kelly Carter, vice president of marketing for the value-oriented optical retailer.
The Pennsauken, N.J.-based company has a total marketing budget of $15 million, currently evenly split between broadcast and print work. Doner's Southfield, Mich., office will handle strategic planning for the entire budget, with direct responsibility for broadcast creative and media buying. Print buying is currently handled in-house, Carter said. Doner's first broadcast advertising will begin during the first quarter.
Other finalists for the account were Fogarty Klein & Partners in Houston and Ingalls Advertising in Boston.
Carter said he was impressed with Doner's strategic planning capabilities. Agencies were instructed not to present creative concepts during the final round of the review because strategic abilities were considered more important, Carter said.
"There was a real connection between us and Doner [regarding] their interpretation of where we are as a brand and where we are going," Carter said.
America's Best has 92 retail outlets in 23 states. It was acquired by Consolidated Vision Group in April, which also operates Texas State Optical's 112 primarily franchised locations.
Gleason/Calise Associates in Dallas has been the interim agency for America's Best since the acquisition by CVG, Carter said. That shop opted not to participate in the review.