JWT Gets CIBA Vision Media

Sparked by a doubling of its consumer advertising budget, CIBA Vision has awarded its $30 million North American media planning and buying account to J. Walter Thompson after a review.
The Duluth, Ga.-based eye care unit of Novartis chose the New York office of J. Walter Thompson over five other unidentified shops, according to Dave Sanderson, client vice president of North American optics marketing. JWT’s North America media buying services here will be supported by account management in the agency’s Atlanta office.
Atlanta’s Adair Greene Advertising, the incumbent on the account, will retain creative responsibilities, according to Sanderson.
“We couldn’t be happier with Adair’s creative, but we felt it was wise to look for partners who could assist us in handling the growing complexity of our media function,” Sanderson said.
Like most contact lens marketers, CIBA Vision traditionally has relied on efforts directed against eye care practitioners, using a mix of trade journal print ads, direct mail, and point-of-purchase.
Adair Greene helped implement a concerted consumer advertising effort for CIBA Vision in 1996-97. It started with a modest $1 million print effort aimed at its primary audience of 18-34-year-old women in publications such as Seventeen, Glamour and Cosmopolitan.
Last year, according to Competitive Media Reporting, CIBA Vision spent nearly $13 million on consumer advertising. Much of that initiative involved cable television, where a trio of Adair Greene 30-second commercials touted the client’s various contact lenses.
CIBA Vision is expected to maintain its focus on cable television while also expanding its efforts to reach both men and Hispanics via Spanish-language TV networks Univision and Telemundo.