HOLLYWOOD, FL: Aspex Eyewear has selected Makovsky & Company as its first AOR for the EasyClip, EasyTwist, Takumi, and Greg Norman brands.
The company hired Makovsky after working with the firm to promote its Empower electronic focusing eyewear product.
“They have created tremendous brand-name recognition for the product, and we saw all of their efforts and the results and we thought [the agency] was worth our investment,” said Bernard Pedoussaut, senior executive at Aspex.
Makovksy will work with the internal marketing and creative team at Aspex to raise brand recognition among consumers for the company's different eyewear lines. Aspex does not have an internal PR or communications team.
The company sells products directly to doctors and eye-care professionals, so many consumers aren't aware of its products, explained Pedoussaut. Aspex wants to change that through the partnership, he added.
“What we want to accomplish with this project is to get our brands known by the consumer so the consumer can go into an optical store and ask for our brand by name,” he said.
Pedoussant said Makovsky will work to increase brand visibility through traditional media, event promotions, and social media efforts. The agency will manage Aspex's Facebook account and bolster its outreach in the digital space.
Scott Tangney, EVP at Makovsky, said the firm will work on “building credibility and reputation with all [Aspex's] partners and suppliers in the eye-care industry.”
He added that the firm will also work on corporate branding, corporate communications, industry relations, and issues management for Aspex.
Pedoussant said the company plans to work with Makovsky “for at least a year or two to see what the results are going to be.”