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News / November 18, 2019

Shine United Named Agency of Record for Industry Leader CliC Eyewear

Eyewear company hires growing WI agency for bold brand makeover

After a multi-agency review, Shine United is pleased to announce we have been named Agency of Record for CliC Eyewear (formerly CliC Goggles), an industry leader in forward-thinking eyewear.

CliC, which offers unique reading glasses that connect at the bridge using patented magnetic technology, has a new leadership team ready to refresh and reposition the brand for its next generation of growth. One of their first orders of business was to onboard an agency with the strategic thinking and creative firepower to redefine their brand story and drive sales – Shine United.

"CliC is thrilled to have a strategic and creative partner in Shine United," said Rick Dercks, President and Owner of CliC Eyewear. "During the agency review process, we were frankly blown away by their approach — with a deep understanding of our business, an orientation toward outcomes and a tremendously thoughtful plan forward. Bottom line, we're very fired up about what this partnership will mean for our business."

Shine United has been creating strategic marketing plans and in-your-face advertising campaigns for the past 18 years. The agency, based in Madison, Wisconsin, has done it all — from building a roadmap for success for emerging brands like Topper's Pizza and Mizuno Running, to campaigns for eCommerce giants Amazon and GoDaddy.

"This is a business with a tremendous opportunity for growth," said Curt Hanke, Shine founder and CEO. "We're fast at work prioritizing growth areas, refining investment strategy and building a comprehensive brand refresh that will drive consumer awareness and trial."

CliC has also commissioned Shine to perform an overall brand refresh at all relevant consumer points of contact, including, but not limited to a bold new packaging design and a complementary advertising campaign.

"Based on our history of creating brilliant executions of big ideas cemented by smart strategy, Shine is uniquely positioned to help CliC reach their sales goals," said Nick Newlin, Vice President and Group Account Director at Shine United. "Our award-winning creative department excels at finding the bridge between deep consumer insights and messaging that moves products from shelves to carts. We can't wait to get started."

About CliC Eyewear
After seeing a void in the market, CliC launched their first lightweight front-connecting eyewear in 2000. The revolutionary design proved to be a hit with customers and within the industry, going on to win the Vision Choice award two years running at the International Vision Expo for best new product. Time Magazine called CliC's front connection technology: “The best eyewear innovation since glasses were invented.” Over the last 20 years, CliC has continued to drive innovations within the eyewear category. For more information, visit

About Shine United
Shine United is a $51 million advertising, design and interactive agency located in Madison, Wisconsin. The privately held company’s client roster includes national consumer brands such as Harley-Davidson, Wisconsin Cheese, GORE-TEX,, UW Health, Quartz Health Solutions, Veridian Homes and LaCrosse Footwear. Shine is an environment where creativity, brilliance and teamwork are allowed to flourish – part of the reason we have been included in the best places to work in America by Outside Magazine the past seven years. Learn more at Shine On.