CIBA Vision Focuses on Thompson

Contact Lens Marketer Awards Creative Mantle to JWT in Atlanta
ATLANTA–J. Walter Thompson here parlayed a pair of television projects from the optics division of CIBA Vision North America last week into being named overall
creative agency for the brand.
CIBA markets its contact lenses under the Focus brand name.
The creative nod follows JWT’s Atlanta operation being named to handle the client’s $30 million media account last fall.
The optics division had been with Adair-Greene Advertising, also in Atlanta, which will continue to handle CIBA’s ophthalmic division.
“We have been absolutely delighted with [JWT’s] media work on our behalf,” said client vice president of North American optics marketing Dave Sanderson. “Their strategy, thinking and analysis on our business has been quite superior. When it came time to develop our newest round of creative, [Adair-Greene] was struggling a bit, so we gave a project to Thompson. That led to another project and pretty soon the whole [optics] account.”
Sanderson said at no time did he want to place the creative portion of the business into formal review.
JWT has produced two television spots for the client, which devotes more than 90 percent of its efforts in the broadcast arena, according to agency executive vice president and general manager Jeff White. A new spot breaks this week for CIBA’s Focus Dailies, a disposable lens.
“[The contact lens has] been out there for about a year doing very well, and now we’re going to pour some gasoline on the flames with television,” said Sanderson.
According to White, advertising is aimed at getting people who wear contacts, or are candidates for the lenses, to ask their doctor for the prescription-only item.
Sanderson said there is also a smaller business-to-business component included in the account. That work will reach out to physicians who influence the patients’ choice of contact lenses.
The business will be among the larger accounts on the roster of J. Walter Thompson in Atlanta. The office also services major clients like the United States Marine Corp and Ford Motor Co. (dealer advertising associations).