Emerging Vision enlists FD for help boosting visibility

NEW YORK: Emerging Vision, parent of Sterling Optical and Site for Sore Eyes, has selected Financial Dynamics to tout the company's recent success.

NEW YORK: Emerging Vision, parent of Sterling Optical and Site for Sore Eyes, has selected Financial Dynamics to tout the company's recent success.

The 91-year-old company last year posted a profit for the first time in five years.

"The current management team has done a lot to get the business back on track," said Cara O'Brien, MD of the retail practice at FD. "Essentially, we're going to help them raise their visibility."

FD is the first agency to work with the company since new leadership took office in 2001.

O'Brien declined to discuss tactics, but noted that the campaign would primarily target the investment community and financial media, with some emphasis on trade and consumer titles. Terms were not disclosed.

Since taking the helm, CEO Christopher Payan has cut costs at the retail optical franchises and rebuilt vendor relationships. The company also refocused on core services, doing away with peripheral offerings, such as laser vision correction.

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