• by Steve McClellan , October 21, 2021

Interpublic Group agency Avrett Free Ginsberg has picked up creative AOR duties for eyecare brand TheraTears, which was acquired by Prestige Consumer Healthcare Inc. this summer in a $230 million deal that included several other over-the-counter consumer brands.

The assignment represents an expansion of the agency's relationship with Prestige.

The business will be handled out of afg&'s New York office and the agency will be responsible for all consumer communications, from strategy through production.

TheraTears spends an estimated $8 million annually on measured media according to agency research firm COMvergence.

In addition to New York, the nearly 50 year-old agency has offices in Los Angeles, London,  Barcelona, Singapore and Buenos Aires.

Memorable work from the agency includes campaigns for Nestle Purina Cat Chow ("Chow Chow Chow"), Nair ("Who Wears Short Shorts"), Enterprise ("We'll Pick You Up"),  DeLorean ("Live the Dream") and  Sally Hansen ("Beauty That Works").