Bausch & Lomb Contacts Close to 20 Shops in Global Creative Review




NEW YORK-Bausch & Lomb, which plans to consolidate global creative responsibility for its Vision Care division at one agency, has contacted close to 20 shops about the $55-70 million account.
The Rochester, N.Y.-based client has retained consultant Douglas J. Rubinstein in Avon, Conn., to conduct the review. Rubinstein said questionnaires sent to roster and nonroster agencies are due to be returned today.
Media planning and buying chores are currently handled by each brand’s lead agency in the various markets. The client will likely hire shops to handle media chores on a regional basis, according to Rubinstein.
United States roster agencies Messner Vetere Berger McNamee Schmetterer/Euro RSCG and DraftDirect Worldwide, both in New York, have been invited to participate, the consultant said. Roster shops Young & Rubicam/Dentsu Partnership, D’Arcy Masius Benton & Bowles, Ogilvy & Mather and Grey Advertising, which all handle business in Asia; and Paling, Walters, Targis in Europe have also been invited to participate, said Rubinstein.
Among the nonroster shops contacted are: Bozell Worldwide, J. Walter Thompson Worldwide, McCann-Erickson Worldwide, Leo Burnett, TBWA International, Saatchi & Saatchi Advertising and Mintz & Hoke in Avon, Conn, said Rubinstein. A number of New York-based healthcare agencies were also contacted, including Nelson Communications, Sudler & Hennessey (a unit of Y&R), Medicus Group International (a unit of DMB&B) and Klemtner Advertising. It was not clear whether the healthcare agencies would team with general shops to pitch the business. MVBMS, said Rubinstein, will pitch jointly with Lally, McFarland & Pantello, its healthcare agency here.
A short list of three to six finalists will be selected at the end of September, according to the questionnaire. “The finalists will be asked to present a solution to a hypothetical global marketing problem,” said Rubinstein. A decision is expected in November.
The new agency must “develop and maintain a consistent corporate, brand and product image worldwide” for disposable contact lenses and ReNu solutions, according to the questionnaire. The document also indicates that the company wants to promote the quality, look and feel of the products. -with Jennifer Comiteau and Michael McCarthy