Vision Express hands pounds 11m business to O&M

Vision Express, a subsidiary of the French company, GrandVision, has handed its pounds 11 million advertising account to Ogilvy & Mather.

Vision Express, a subsidiary of the French company, GrandVision,

has handed its pounds 11 million advertising account to Ogilvy &

Mather.



The agency secured the business after a final shoot-out against

McCann-Erickson. Leo Burnett and Joshua were ruled out at an earlier

stage.



Lowe Lintas & Partners resigned the high-profile account at the end of

last year. It had been held by Ammirati Puris Lintas, but presented a

clash with the pounds 4 million Dollond & Aitchison business after APL

merged with Lowe Howard-Spink last autumn.



A Vision Express spokeswoman said: ’O&M has been appointed after a

professional pitch process involving itself and three other

agencies.’



The company encountered problems the last time it called a full-scale

pitch in 1998. It appointed Saatchi & Saatchi, which developed a

campaign based on the idea of a ’revolution in sight’.



Two weeks after the campaign broke, Vision Express parted company with

Saatchis and handed the account to APL, which had been the runner-up in

the initial pitch.



Since then APL’s campaign, which starred the company’s co-chairman,

Daniel Abittan, talking about product benefits, has run alongside work

by the previous incumbent, McCann-Erickson Bristol.



The APL campaign aims to attract upmarket customers by shedding the

chain’s discount image.



O&M will take on the account on 1 February, when the new advertising

strategy will be announced.



Vision Express owns 100 stores and part-owns a further 62. It plans to

open 30 more wholly owned outlets and double its portfolio of

joint-venture stores over the next three years. It is rolling out the

Vision Express Optical Labs.



It operates in Luxembourg, Poland and Hungary.



Media buying, held by Universal McCann, is not affected by the review.



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