Eye Care Centers Puts Its Media Account in Review

Eye Care Centers of America, the nation’s fourth-largest optical retailer, has started a national review for the broadcast media buying portion of its $10 million account.
Brett Calvert, senior marketing manager for San Antonio-based ECCA, said he had contacted about seven agencies nationwide. “Our focus is on [the] top 10 media buying services,” said Calvert. ECCA, which started the search as part of a strategic evaluation, hopes to make a decision in November.
It was not clear if The Richards Group in Dallas, which has handled the business since 1994, had been asked to defend. Richard’s creative duties are not affected, said Calvert.
ECCA trails LensCrafters, Cole Vision and Wal-Mart in U.S. sales. –Michael McCarthy
and Steve Krajewski