Specsavers has handed its PR brief for Australia and New Zealand to Ogilvy PR, following a competitive pitch that saw the agency build a joint response with NZ shop One Plus One.
The remit covers earned integrated communications, with Ogilvy set to work alongside EssenceMediacom and TBWA to support the optical and audiology brand’s marketing efforts.
The appointment sees Ogilvy tasked with strengthening Specsavers’ presence in both markets, building on a brand platform that has consistently blended consumer health messaging with bold creative partnerships.
Specsavers ANZ head of awareness and consideration, Anri McHugh, said the decision followed a tight process:“After a close-run pitch process, we selected Ogilvy for its earned-first strategic approach and commitment to fresh creative thinking, collaboration and shared values.
“We are very excited about what we can deliver together to ensure the Specsavers brand continues to change people’s lives through better sight and hearing,” he said.
Farewell to long-term partners
McHugh also took the opportunity to acknowledge the outgoing agencies – Mango NZ, AMPR and Health Haus – who delivered campaigns across more than a decade.
“We’ve had some unforgettable times with our incumbents through relationships spanning several years and many campaigns – from the launch of local and international designer glasses collections with Collette Dinnigan, Alex Perry and international icons like Elton John and Kylie, to launching yearly limited edition glasses collections in support of The Fred Hollows Foundation AU and NZ, to putting eye tests on the agenda for parents of children aged 4 to 8 across the Tasman,” he said.
Ogilvy’s approach
Ogilvy PR Australia group MD Daniel Young said the agency will focus on initiatives that highlight Specsavers’ balance of style, quality and expertise.
“Specsavers is a brand that’s not only loved by customers but is highly sought after given its appetite for bold, exciting work. From our very first conversations, it was clear that we share a culture that puts people and creative ambition at the heart of everything we do.
“That alignment, teamed with our expertise across earned creativity, social and influence will be the foundation for daring, innovative, and culturally resonant work that delivers real impact,” he said.
The agency’s first campaigns for Specsavers are expected to roll out later this year.