Lenscrafters picks short-list

lenscrafters has narrowed the review for its $10-million account to three Canadian-owned Toronto agencies.Marilyn Mersereau, director of marketing for LensCrafters, expects to make a final decision by early September.Mersereau says she looked at all aspects of the business after joining Toronto-based...

lenscrafters has narrowed the review for its $10-million account to three Canadian-owned Toronto agencies.

Marilyn Mersereau, director of marketing for LensCrafters, expects to make a final decision by early September.

Mersereau says she looked at all aspects of the business after joining Toronto-based LensCrafters this past June and determined that a fresh image was needed because of the company’s rapid growth over the past six months.

LensCrafters doubled its size with the purchase of the Eyemasters chain earlier this year and now has 60 locations across Canada.

Advertising had previously been handled in-house on a project basis.

Mersereau joined LensCrafters after leaving Coca-Cola Canada at the end of May. She was with Coke nearly eight years, most recently as director of marketing, brands.

She spent eight years in marketing in the food service industry with Burger King and Wendy’s before joining Coke.

LensCrafters’ parent company is U.S. Shoe of Cinncinati. PS