Specsavers launches £39m media contest

The optician has split its business between Group M agencies for seven years. MEC looks after the national planning and buying, while MediaCom is responsible for regional activity.

It is understood that Specsavers has called the review as part of a "statutory best practice" approach to its suppliers. The process is being led by the global marketing director, Richard Holmes, and the marketing director, Tim Orton.

The client has approached agencies and chemistry meetings have been scheduled for next week. The incumbent agencies are expected to repitch for the business.

Last year, Specsavers, which handles its creative in-house, temporarily dropped its famous "Should’ve gone to Specsavers" strapline. It soon reverted back to the strapline in its recent execution, which featured a naked man going into a steamy sauna and realising it is the kitchen of a Gordon Ramsay restaurant.

Specsavers became one of the first brands to use Google+ in November last year for a new campaign that included a live "hangout’" with its brand ambassador, Gok Wan.

Recent advertising activity has focused on Specsavers’ value range, though the retailer also stocks designer glasses.

This article was first published on campaignlive.co.uk