MCBD beats Publicis to £5 million Vision Express account

Campaign Exclusive: The £5 million Vision Express account has been awarded to Miles Calcraft Briginshaw Duffy after a final shoot out against Publicis, Noel Bussey writes

The agency was informed of its success last night. Abbott Mead Vickers BBDO and Clemmow Hornby Inge were knocked out of the race at an earlier stage.

Euro RSCG London, the incumbent on the account, parted company with the company 18 months ago.

The winning agency will now be briefed with planning an integrated TV campaign, which will air in May.

The result means more disappointing news for Publicis, which yesterday saw Grant Duncan, its chief executive, resign after eight years at the agency.

Vision Express is the country’s third -largest optician with a 9 per cent market share.

It trails Dollond & Aitchison, which has 12 per cent, and Specsavers, the clear market leader with 30 per cent.

While the retailer spends more on advertising than D&A, its £5 million spend is dwarfed by that of Specsavers, which last year spent more than £20 million, according to Nielsen Media Research.

According to Mintel the current market for eye care products and services is estimated at more than £2 billion, with less than 40 per cent being accounted for by independent opticians.
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