Specsavers has announced a review of its media agency partnerships, inviting interested agencies to pitch for the media account for the brand across Australia and New Zealand.
Since 2016 in Australia and 2010 in New Zealand, the optical and audiology brand has worked with IPG Mediabrands’ Initiative and GroupM’s EssenceMediacom NZ.
According to Specsavers, the review is part of its routine business process. It says these key partners have played an important role in shaping the brand’s channel selection, media buying strategies, and overall performance.
Shaun Briggs, Director of Marketing Planning ANZ for Specsavers, notes their contributions. “We value the contributions both incumbent agencies have made over the long term and are looking forward to the involvement of both in our upcoming pitch.”
Live from today, the pitch process is expected to take about five months, with Specsavers ideally looking to select one media agency partner who can service national needs and bring local knowledge to the Australian and New Zealand markets.
Once RFI submissions are reviewed, suitable agencies will be invited to a chemistry session to assess team and cultural alignment, with workshops will follow for up to three agencies (plus incumbents) to assess each agency’s ability to respond in a ‘simulated live environment’.
Contracting is expected to be completed in August, allowing for a transition period before the appointment takes effect from March 1 next year.
Reflecting on the decision to undertake the review, Briggs emphasises the importance of understanding the advantage long-term partners bring and balancing that with curiosity.
“Having spent over eight years with our current agencies, we really value the benefit we get from agency teams that understand us,” he remarks.
“By the same token, we have to challenge ourselves with fresh ideas and new perspectives, and after so long a tenure with our current agencies, the only way to be certain that we’re thoroughly exploring all avenues is via a pitch process.”
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