Advanswers Wins Contract with Eye Care Centers

Article excerpt

Eye Care Centers of America Inc., based in San Antonio, Texas, has awarded its media services to Advanswers Media/Programming. The assignment includes strategic planning and implementation for all Eye Care Centers locations.

Eye Care Centers of America will spend approximately $8 million next year in support of the company's 139 one-hour optical superstores, located in 16 states and in Mexico under the names EyeMasters and Binyon's.

Competition for the assignment was between 10 full-service agencies and two buying services. The creative assignment for Eyecare Centers, formerly handled by Ogilvy & Mather, was assigned to the Richards Group of Dallas.

MARKETING MERGER: Marketing professionals Carl J. Eisenmann and David H. Arns have merged operations to create Marketing Results Inc. The new agency, headquartered in Maryland Heights at 13801 Riverport Drive, Suite 104, was formed from the Arns & Associates Inc. public relations firm and Eisenmann Direct Marketing Inc. Both were founded in 1991.

UNDER CONTRACT: Atkinson Group Inc. has been named agency of record for Mallinckrodt Radiology, a division of Mallinckrodt Medical Inc. Responsibilities will include strategic consultation, trade publication advertising, targeted mailings, training aids and sales literature support.

CHANGING WAYS: The New York Times News Service reports that the new owner of the Clio Awards is making several big changes in the competition's operations for 1994. For the first time, said Jim Smyth, chief executive at Clio Awards Ltd. in Chicago and New York, there will be an exhibit of the advertisements that qualify as finalists before the awards are presented.

The 1994 awards will be part of the 35th Clio Advertising Festival and Expo, to be held June 8 through 11 at the Fairmont Hotel in San Francisco in conjunction with the 20th annual Adweek Creative Seminar. It will be the first time the awards will be held in conjunction with another event, he said.

NATIONWIDE: D'Arcy Masius Benton & Bowles Worldwide of New York said it had formed an independent national media placement agency, called Televest, by separating its national broadcast buying operations from its advertising agency operations. …