Specsavers Appoints New National PR Agency for Its UK Business

October 5, 2022

two women trying on glasses two women trying on glasses

Specsavers has expanded its agency roster announcing the appointment of Golin to handle its national consumer PR remit in the UK, following a four-way competitive pitch.

The appointment comes as Specsavers enters a new era with the relaunch of Should’ve 2.0 that builds on the brand’s proposition as it becomes ever more purpose-driven, with a sharper focus on consumer health. Golin built a bespoke team for Specsavers with its sister agency Virgo Health to deliver a response that blended consumer creativity with healthcare credibility to support Specsavers across its strategic national consumer public relations plan.

The London-based team will cover all national PR across optical, audiology and domiciliary, plus ophthalmology via the Newmedica business, picking up the mantle from incumbent, tigerbond, who will continue to provide regional PR support in most of England and Scotland.

‘As we enter a new era and with the relaunch of Should’ve 2.0, tigerbond decided to stand aside to allow us to seek a new national partner to cast fresh eyes over our brand proposition,’ said Specsavers’ Director of Public Relations, Jo Delbridge.

‘After a close-run pitch process, we selected Golin for their earned-first strategic approach and commitment to fresh creative thinking and collaboration. 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.

‘We’ve had some unforgettable times with tigerbond through a relationship spanning more than two decades and many campaigns – from Spectacle Wearer of the Year to launching Kylie Minogue’s product range and working with Vision Aid Overseas. The team continue to do a fantastic job supporting our stores at a regional level, alongside our other regional agencies Target PR, Freshwater and JComms,’ Delbridge continued.

‘Specsavers is an outstanding brand with a legacy of iconic, creative and inclusive consumer campaigns, it truly is a dream client for Golin. The pitch was also a great opportunity to demonstrate the strategic strength of a Golin and Virgo Health collective team and how we can deliver important healthcare messages that resonate with consumers. We can’t wait to bring our thinking to the renowned Should’ve platform and help Specsavers bring to life the incredible expertise and care that they deliver in the community,’ said Ondine Whittington, Group Managing Director, Golin and Virgo Health.

Laurna Woods, CEO of tigerbond, said: ‘We’ve had an amazing run by any standards and I am super proud of all the people, both agency and client side, who have contributed to the award-winning work. The time was right for us to step aside but we’re proud to be a continued partner of Specsavers at a regional level and we look forward to working with Golin on the next stage of the brand’s proposition.’