Eisner Extends Lenox's Reach

Eisner Communications has launched advertising for china and giftware maker Lenox that takes the client beyond its traditional bridal print media.

The new work, carrying the 3-year-old “Gifts that celebrate life” tag, will appear in food and lifestyle publications such as Bon Appétit, Gourmet, Food & Wine, Elle Décor and Oprah, among other magazines.

Campaign spending will total $25 million, sources said. Lenox spent $37 million on ads in 2001, per CMR.

The effort extends the company’s presence beyond the $19 billion bridal market into the $55 billion general-gift market, according to Eisner representative Abe Novick.

The Baltimore agency won the positioning assignment after a courtship that began in January and ended in a quiet review that pitted Eisner against The Harrington Group, Morristown, N.J.;