Clarke Goward, Clarke & Co. See More Clearly; Sister Shops Team To Win Contact Lens Account

Leveraging its experience in the eye care category, public relations agency Clarke & Co. has teamed with Clarke Goward, its affiliated advertising shop, to win an integrated marketing assignment from Biocompatibles Eyecare, maker of Proclear brand contact lenses.
Clarke Goward and Clarke & Co., both in Boston, won the domestic advertising and public relations assignment following a review that also included Lehman Millet, Boston; Grey Healthcare Group, New York, which has worked with the client; Barker Campbell Farley & Mansfield, Virginia Beach, Va.; and other undisclosed agencies, sources said. Billings are believed to be in excess of $1 million.
The U.K.-based company, which maintains domestic manufacturing facilities and administrative offices in Norfolk, Va., is relocating its marketing personnel to Boston and wanted an agency in the area, said Clarke & Co. representative Peter Morrissey. Contact lens manufacturing will continue to be done in Norfolk, he added.
Another factor in the assignment was Clarke & Co.’s previous status as the longtime public relations agency for Polymer Technologies, a division of eye care giant Bausch & Lomb in Rochester, N.Y., Morrissey said.
“Clarke’s prior lens care experience and their ability to present a strong, integrated program that was creative and strategic was the difference,” said David Israel, Biocompatibles vice president of marketing.
The company has previously done limited trade advertising, Morrissey said. Upcoming efforts will likely include national consumer and trade campaigns that will focus, at least in part, on the company’s claim that its products are more comfortable than competitors’ lenses, Morrissey said.
Biocompatibles recently received permission from the Food & Drug Administration to indicate on its labels that wearers of the product may experience more comfort and relief from dryness than other lenses. That approval will likely be touted in future ads, Morrissey said.