Optical retailer National Vision is naming Mediavest | Spark as agency of record for America's Best Contacts & Eyeglasses and Eyeglass World across the U.S. In this new partnership, Mediavest | Spark will oversee local buying for Eyeglass World, along with planning, national and local buying for America’s Best Contacts & Eyeglasses.
National Vision spent around $48 million promoting its two brands last year. 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.
It’s the second big win for MediaVest | Spark this week. It also won the MTV media account after a review.
The Richards Group previously handled the media planning and buying business and will continue to serve as National Vision's creative AOR. The Dallas-based shop has handled the account since 2015.
National Vision decided to break up its business between agencies as it seeks to step up its national presence. Mediavest | Spark, part of Publicis Groupe, was seen by the client as a media specialist that wields more power and leverage in the sector and has expertise in navigating emerging platforms.
As a leading retailer of optical products with more than 900 locations in 44 states and Puerto Rico, Mediavest | Spark will seek deploy a media strategy that will further connect consumers with National Vision’s brands and products across the country.
“We are excited to partner with Mediavest | Spark to enhance our brand awareness,” stated Alex Louw, SVP marketing, National Vision. “We know that today’s savvy consumers are seeking targeted information in formats that resonate with their lifestyle, and Mediavest | Spark has the expertise and resources to help us reach our customers in ways we haven’t ever before been able to.”
The agency’s wins this week follow recent assignments from USAA and Bosch Siemens Hausgeräte GmbH.