Optical Revolution hires Immediate Sales for ads

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.

Optical Revolution currently has one UK store located in Colchester, Essex. Kraftman intends to open stores in Norwich and East Anglia early next year, with plans to eventually open up to 200 shops.

Kraftman, who was marketing director of electrical retailer Tempo between 1992 and 1999 and most recently its deputy chairman, announced in September 2001 that he was to launch Optical Revolution, with money raised from the £130m management buyout of Tempo the previous year. His founding partners include Mike Nutall, former sales director of mobile phone chain Phones4U.

The launch comes as a Mintel report shows opticians have seen a small decline in share recently as a result of other retailers' growing presence in the market. UK opticians' market share fell from 92% in 2000 to 90.9% in 2002, compared with supermarkets, which enjoyed a 1.1% rise to 3.1%.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message