Optical retail company National Vision Holdings has named WPP’s VML agency of record for creative, CRM, social strategy, brand identity, design and experiential marketing.   

The appointment followed a review. The client previously worked with Dallas-based TRG on the account

The company markets eyeglass brands including America's Best and Eyeglass World.  

VML is tasked with helping to lead a “brand evolution” for the client, “redefining National Vision’s communication and brand platforms,” and expanding its audience base. First work from the agency is expected in the second half of 2025.  

The company reported spending $138.6 million on advertising in 2024. Media expenditures were not broken out and are not part of the assignment. Company revenue was $1.8 billion last year, up 3.8%  

The client has over 1,200 stores in 38 states and Puerto Rico.  

This story has been updated.