Richards, Retailer Stop Seeing Eye to Eye

DALLAS The Richards Group has lost broadcast creative chores for Eye Care Centers of America, the agency confirmed.

The company, which operates optical retail locations under 11 brands in 32 states, has assigned those duties to The PM Group in San Antonio following an informal review, according to client marketing manager Wesson Rice.

Broadcast media duties remain at Willis Felton in Richmond, Va. The client continues to handle print creative in-house, and Baltimore-based Vertis still places print media.

Rice attributed the shift from the 10-year incumbent in Dallas to “philosophical differences.” He said the company changed its positioning two years ago to stress value over fashion. “They are a great agency, but we were looking for an agency that was going to have the same passion that we have for our new value positioning,” he said.

San Antonio-based Eye Care Centers of America spent $25 million on media last year, according to Nielsen Monitor-Plus. Its brands include EyeMasters, Hour Eyes, and Visionworks.