Saatchi & Saatchi has beaten Ammirati Puris Lintas and St Luke’s to
the pounds 8 million Vision Express advertising account, previously held
by McCann-Erickson Bristol.
Saatchis’ chief remit will be to re-establish the brand positioning of
Vision Express in the face of increasing competition from the rival high
street opticians, Boots, Specsavers and Optical Express.
Richard Ellis, the group director at Saatchis who worked alongside the
business director, Marilyn Baxter, the strategic planner, Anne
McCormack, and the chairman, Alan Bishop, on the pitch, said: ’Vision
Express needed an agency with fmcg brand expertise, which could provide
an integrated service.’ Bishop’s presence allowed Saatchis to draw on
its experience of handling the US LensCrafters account, which the agency
held in 1990.
Reade Fahs, joint managing director of Vision Express, added: ’We felt a
need to upgrade our strategic and creative resources to encourage trial
from new customers.’
The review was sparked by Grand Optical Photoservice’s acquisition of
Vision Express last autumn, forming Grand Vision, Europe’s largest
optical retail group, and causing a conflict for McCanns, whose New York
office handles the rival optician, Pearl Vision.
Media buying will stay with McCann-Erickson Bristol