IS to take Optical Revolution brief
Immediate Sales, the fast-turnaround arm of M&C Saatchi, is tipped to win the advertising account for discount eyewear retailer Optical Revolution.
Optical Revolution, the brainchild of Michael Kraftman – former marketing director and deputy chairman of failed electrical retailer Tempo – has been looking for an agency with the help of the AAR (MW November 21).
The store has been testing a store in Colchester for 18 months, but wants to expand next year, with a strategy to open up to 200 outlets.
Optical Revolution wants its agency to develop a brand positioning that will enable it to take on brands such as Specsavers and Vision Express. It claims not to be an optician, but instead a retail discounter of designer frames. The company does not offer eye tests. Kraftman says he wants to shake up the sector in the same way that easyJet revolutionised the airline market.
Immediate Sales’ clients include Liverpool Football Club and Lastminute.com. In June, it won the advertising account for luxury travel company Abercrombie & Kent.
