Bausch & Lomb Taps Ogilvy for Optical Nutrition Biz
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Bausch & Lomb Taps Ogilvy for Optical Nutrition Biz

Bausch & Lomb has selected the New York office of Ogilvy Public Relations Worldwide to support the marketing of its over-the-counter ophthalmic and ocular nutritional business.

Paul Holmes

NEW YORK, September 27—Bausch & Lomb has selected the New York office of Ogilvy Public Relations Worldwide to support the marketing of its over-the-counter ophthalmic and ocular nutritional business. The account will draw on the resources of Ogilvy’s health and medical and marketing communications practice groups.
 
According to Jerry Walker, director of marketing at Bausch & Lomb, “Ogilvy PR put together an ideal PR team with the right set of experience. Its resources and expertise will help us effectively position
our ophthalmic and ocular nutritional products in the professional and consumer marketplace.”
 
While the ocular nutrition market is “a small product category,” according to Ogilvy healthcare practice leader Kym White, B&L is the clear market leader and is close to unveiling “some exciting data” that are expected to revitalize the category.
 
White is also excited about the fact that the account takes Ogilvy in some new directions.
 
“By combining the scientific expertise of health and medical professionals and the branding capabilities of the marketing group, we are leveraging the strengths of the two practices to best serve Bausch & Lomb’s communication needs,” she says. “This takes us into the OTC arena, which allows us to leverage our expertise in consumer and social marketing.”
 
The initial project, which is scheduled to run through the fourth quarter of 2001, is believed to be worth in the low to mid six figures.
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