MELBOURNE, Today: Specsavers has chosen Ogilvy PR as its new earned communications partner across Australia and New Zealand, consolidating its PR activity into one agency.
After a competitive pitch, Ogilvy PR will handle all integrated communications in both markets. A bespoke team was built with NZ agency One Plus One to support Specsavers’ national consumer PR strategy.
The appointment also sees Ogilvy PR working with agency partners EssenceMediacom and TBWA to strengthen Specsavers’ brand presence and deepen customer connection.
Specsavers ANZ Head of Awareness and Consideration Anri McHugh said: “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.
“Specsavers is a brand that’s not only loved by customers but is highly sought after given its appetite for bold, exciting work.” – Daniel Young
“We would like to thank our incumbent PR agency partners – Mango NZ, AMPR, and Health Haus. 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,” added McHugh.
Ogilvy PR Australia’s Group Managing Director Daniel Young said the team will highlight Specsavers’ reputation for quality, style, expertise, and value, working closely with its in-house marketing and communications teams.
“Specsavers is a brand that’s not only loved by customers but is highly sought after given its appetite for bold, exciting work,” he said. “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.”
Part of the global Ogilvy network, Ogilvy PR brings proven experience running insight-led campaigns for some of the world’s best-known brands. The agency’s first campaigns for Specsavers are due later this year.
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