Vision Express reviews 7m brief

Optical retailer Vision Express has put its 7m advertising account up for review. The business is currently held by McCann-Erickson Bristol.

Des Taylor, Vision Express group product and marketing director, says the company is talking to a number of agencies, but no shortlist has been drawn up.

He adds: “We are looking for a strategic partner as much as for a creative agency.”

McCann-Erickson Bristol managing director Jon Jefferies says: “It is a total review of Vision Express and all its principal marketing suppliers.” But media buying, also handled by McCann, is not up for review.

The review follows Grand Optical Photoservice’s 200m buyout of Vision Express last September. The merged operation, Grand Vision, is Europe’s largest optical retail group but the two will not be changing their trading identities.

McCann, which has held the account for over three years, has declined to repitch because Grand Vision will become more of a direct competitor to an optical group called Pearl Vision, which is handled by McCann-Erickson New York.

Vision Express has 131 outlets in the UK and 84 abroad. It was set up by Dean Butler and began operating in 1989. Following the merger, Butler has become vice-chairman of Grand Vision.

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