Specsavers is inviting interested agencies to pitch for the media account across Australia and New Zealand as it reviews its agency partnerships for the first time in almost a decade.
The brand is looking to select one media agency partner which can service national needs and bring local knowledge to the Australian and New Zealand markets.
Expression of interest for the optical and audiology brand open today (8 April 2024) and is expected to take five months.
Specsavers has worked with Mediabrands’ Initiative in Australia since 2016 and with GroupM’s EssenceMediacom NZ in New Zealand since 2010.
After expressing their interest, media agencies will be required to respond to a short RFI. After submissions are reviewed, suitable agencies will be invited to a chemistry session to assess team and cultural alignment.
Workshops will follow for up to three agencies plus incumbents to assess each agency’s ability to respond in a simulated live environment.
Agency contracting is expected to be completed in August 2024, allowing for a transition period before the appointment takes effect from 1 March 2025.
Specsavers said both Initiative Australia and EssenceMediacom NZ have helped shape the brand’s channel selection, media buying strategies, and overall performance.
Shaun Briggs, director of marketing planning ANZ at Specsavers, said: “We value the contributions both incumbent agencies have made over the long term and are looking forward to the involvement of both in our upcoming pitch.
“Having spent over eight years with our current agencies, we really value the benefit we get from agency teams that understand us.
“By the same token, we have to challenge ourselves with fresh ideas and new perspectives, and after so long a tenure with our current agencies, the only way to be certain that we’re thoroughly exploring all avenues is via a pitch process.”
While the process is expected to take five months, Briggs said “we aren’t expecting to be onerous on any agencies submitting.”