Dollond & Aitchison names DM agency

Dollond & Aitchison, the high-street optician, has handed its £4.5 million direct marketing account to Sharpen Troughton Owens Response.

The agency triumphed in a final shoot-out against EHS Brann Cirencester.

The incumbents, Target Direct and DLKW Dialogue, which handled its in-branch and local marketing activity, were eliminated at an earlier stage.

STOR will integrate the brand's new positioning created by Delaney Lund Knox Warren & Partners into its below-the-line activity. The DLKW work uses the line: "We see eye care differently."

The agency will also develop a multichannel customer- relationship programme.

Tim Bean, the head of customer relationship marketing at D&A, said: "We're excited about working with STOR and feel certain that together we'll be able to help more customers understand why D&A sees eye care differently."

Martin Troughton, a managing partner at STOR, said: "This commitment demonstrates the size of Dollond & Aitchison's ambition."