• by Steve McClellan  @mp_mcclellan, May 12, 2015

National Vision, Inc. has selected Dallas-based The Richards Group as its agency of record for two of its brands: America’s Best Contacts & Eyeglasses, and Eyeglass World, the companies confirmed Tuesday. 

The agency will be responsible for strategy development, creative, media planning and buying, digital and public relations. 

America's Best Contacts & Eyeglasses spent $30 million on ads in 2014, while Eyeglass World ad expenditures for the same period were about $7.5 million, according to Kantar. 

The selection came after a competitive pitch. Shepherd was the incumbent creative agency while Harmelin had handled media chores. It wasn’t clear if either shop participated in the pitch and other contenders were not identified. 

“Our goal was to find an agency partner who can help us properly position and increase awareness of two of our great brands, as we realize our mission of helping people by making quality eye care and eyewear more affordable and accessible” said Paul Gross, senior vice president of marketing for National Vision. “The Richards Group has shown they are more than capable and prepared to join us in this challenge.”