Vision Express, a subsidiary of the French company, GrandVision,
has handed its pounds 11 million advertising account to Ogilvy &
The agency secured the business after a final shoot-out against
McCann-Erickson. Leo Burnett and Joshua were ruled out at an earlier
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
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.