Vision Express has appointed Miles Calcraft Briginshaw Duffy to handle its £7m advertising business, following a final pitch against Publicis.
MCBD will be retained to develop and strengthen the Vision Express brand as well as cement its position within the optical market. Media planning and buying is handled by Universal McCann.
The optician put its account up for pitch earlier this year. In the past it has worked with Euro RSCG but in May last year it handed Swiss agency Seeaytch Advertising Network the advertising task for its new Alutech range of glasses.
Vision Express is part of Europe’s largest optical retailer Grand Vision, which operates more than 490 stores encompassing other major eye care brands including Grand Optical, Generale D’Optique and Solaris. It has about 200 stores throughout the UK and Republic of Ireland and is in the midst of an aggressive expansion drive, with plans to open another 100 franchised stores over the next four years.