Magazine article Marketing

Optical Revolution Hires Immediate Sales for Ads

Magazine article Marketing

Optical Revolution Hires Immediate Sales for Ads

Article excerpt

Optical Revolution, the budget spectacle retailer, has appointed M&C Saatchi's Immediate Sales Company to handle its advertising business as it attempts to take on established high street opticians.

Immediate Sales won the account following a four-way pitch through the AAR (Marketing, November 21) against Wieden & Kennedy, Walsh Trott Chick Smith and Doner Cardwell Hawkins.

Optical Revolution intends to revolutionise the spectacles market with the proposition that consumers have their eyes tested at an optician, but then go to the retailer to purchase cut-price lenses and designer frames. The absence of in-store optometrists and the low mark-up on lenses enables the retailer to provide frames at a cheaper price.

The company's founder, Michael Kraftman, has said he wants an agency to create a 'big idea' to communicate the Optical Revolution offer, which will compete with opticians such as Specsavers and Vision Express.

'We aim to do to this industry what the budget carriers did to the airline sector,' he said. …

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