Foster Grants Looks Beyond Big D

Who’s behind those Foster Grants? It’s now Leonard/Monahan, which was named agency of record for the Dallas-based eyewear maker.
The $3-5 million account had been at Hanft Byrne Raboy Abrams & Partners in New York. No formal review was held, although the client had conversations with agencies in the Dallas area. The firm was purchased earlier this year by AAi, a Smithfield, R.I., licenser of jewelry and accessories.
“Leonard/Monahan is the best agency to help us continue to re-energize the special legacy of the Foster Grant brand,” said William Potts, vice president of marketing at the client. “They have the track record of proven results with other clients and strong strategic and creative capabilities.”
The Providence, R.I., shop was retained to create a fully integrated campaign that includes creative development, media buying and planning and public relations.
Leonard/Monahan’s presentation to the client was spearheaded by creative director Kara Goodrich, aided by vice president and management supervisor Victoria Birk and vice president of marketing Josh Fenton.
“We’re excited because it’s similar to Keds. It’s an entire rebranding effort,” said Good-rich. “One of the major reasons they chose us is they were so impressed by our brand renovation for Keds.”
The agency team will travel to Dallas this week to kick off the official partnership.
The next step, according to Birk, will be market research to determine creative strategy. Foster Grant is best known for its wide range of sunglasses, which the agency will market to 18- to 49-year-olds. Ads for the company’s standard glasses will be targeted at consumers above the age of 50.
Consumer and trade advertising will break in the first half of 1998. TV and print ads will run both in the U.S. and overseas.
Although its well-known “Who’s behind those Foster Grants?” campaign helped strengthen the brand’s image, the company has done minimal advertising recently.