Fogarty Klein Makes Finals Of America’s Best Review

Fogarty Klein & Partners of Houston emerged last week as one of three finalists for the $8 million broadcast account of America’s Best Contacts & Eyeglasses, a Pennsauken, N.J. based optical retailer.
Kelly Carter, vice president of marketing at America’s Best, confirmed Fogarty is competing against Ingalls Advertising in Boston and W.B. Doner & Co. in Southfield, Mich., for the account. Print advertising–also with a budget of about $8 million–is currently handled in-house, but there is a possibility that the new agency may get that business as well, Carter said.
The retailer was acquired by Consolidated Vision Group (CVG) in April, which also operates Texas State Optical and its 112 stores. TSO agency Gleason Calise Associates, Dallas, has been the interim agency for America’s Best since the acquisition by CVG, Carter said, but it decided not to participate in the review.
Carter said the company sent out requests for proposals to about 50 agencies nationwide with the assistance of consultant Martin A. Kramer and Strategic Marketing Services in Philadelphia.
Final presentations are scheduled for the week of Dec. 15 and a decision is anticipated by the end of December.
“We’re looking for a combination of a strong retail agency that understands brand development, and the challenges of maintaining retail sales on a day-to-day basis while we’re building that brand,” Carter said.
America’s Best is one of the nation’s largest retailers of prescription eyewear and contacts, with revenues in excess of $100 million and 92 outlets in 23 states.
–with Judy Warner and Steve Krajewski