Pentax Cameras Narrows Focus To Crew of Four Agency Finalists

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By Glen Fest





DALLAS–Pentax Cameras has selected four shops as finalists for its estimated $7 million account.





The finalists are the Portland, Ore., office of Borders, Perrin and Norrander, Thomas & Perkins and Karsh & Hagan Communications, both in Denver, and Rives Carlberg of Houston. Executives from the shops declined to comment.





The account previously had been handled by Carmichael Lynch in Minneapolis.





Pentax spent $6.6 million on major media advertising in 1996, according to Competitive Media Reporting. Most of that went for print ads in national consumer magazines, said Lorri Peterson, manager of marketing communications for Pentax.





The company will maintain that spending level for 1997, she said.





All four finalists were selected on the basis of their previous work with retail products, Peterson said.





































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