By Martin Burns
Contact lens manufacturer Bausch + Lomb has revealed that DraftFCB will be responsible for the company"s European advertising account.
The new deal will see the agency take care of Bausch and Lomb"s TV, press and outdoor campaigns and be responsible for creating new ads to generate revenue, Campaign Live reveals.
This is also the first time that Bausch & Lomb has held a retained European advertising agency, the source noted.
It added: "The new campaign will focus on the company"s history as eyecare specialists, and will aim to raise awareness of its existing range of products, including Pure Vision and SofLens contact lenses, and launch new products."
Recently, Bausch + Lomb teamed up with Hollywood actress Christine Baranski for a new promotion designed to share people"s experiences with reading glasses.
The campaign will focus on how people are "saying goodbye" to reading glasses and instead turning to contact lenses, as they are much harder to lose than spectacles.
by Alexa Kaczka