Specsavers consolidates PR with Ogilvy for Australia and New Zealand markets

Specsavers has consolidated its earned communications across Australia and New Zealand, appointing Ogilvy PR as its new agency partner.

To service the Australian and New Zealand accounts, Ogilvy created a bespoke agency model One Plus One and will now lead integrated earned communications in both markets. The remit includes working alongside Specsavers’ partners EssenceMediacom and TBWA to strengthen brand presence and consumer connection.

Specsavers head of awareness and consideration Anri McHugh said Ogilvy was chosen after a close-run pitch.

“We selected Ogilvy for its earned-first strategic approach and commitment to fresh creative thinking, collaboration and shared values,” McHugh said. “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.”

McHugh also acknowledged outgoing agencies 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, to putting eye tests on the agenda for parents of children aged four to eight across the Tasman,” McHugh said.

Ogilvy PR group managing director Daniel Young said the agency would focus on earned-led work that resonates culturally.

“Specsavers is a brand that’s not only loved by customers but is highly sought after given its appetite for bold, exciting work,” Young said.

“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.”

Ogilvy PR is expected to roll out its first campaigns for Specsavers later this year.