Bushnell Sports Optics Worldwide awarded creative duties on its estimated $3 million Bausch & Lomb-licensed products account to NKH&W in Kansas City, Mo.
The shop will create TV and print advertising for the company's B&L-licensed binoculars, telescopes and rifle scopes, said agency president Peter Kovac. The first ads are expected to break in early summer, he said.
"Our job is to reposition the brand back to its former glory," Kovac said.
The Overland Park, Kan., company looked at five shops in a review. It spent $2 million advertising its sports optics division last year, according to Competitive Media Reporting.
All media buying and advertising for the Bushnell brand stays at The Phelps Group in Los Angeles.