National Vision Brings on Mediavest/Spark for $70 Million Account

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National Vision has appointed Mediavest/Spark as its media planning and buying agency of record for its America's Best Contacts & Eyeglasses and Eyeglass World brands in the U.S. The account is worth more than $70 million.

America's Best Contacts & Eyeglasses, a National Vision brand.
America's Best Contacts & Eyeglasses, a National Vision brand. Credit: Courtesy of National Vision

Mediavest/Spark competed against four other shops for the business. National Vision handled the review internally, according to Alex Louw, senior-VP of marketing at the company.

"As our business grows and we move from being a strong regional player to becoming far bigger on a national basis, our advertising from a TV and overall marketing mix perspective needs to start changing," said Mr. Louw. He added that the retailer, which has more than 900 locations in 44 states and Puerto Rico, has increased its marketing budget. Last year, National Vision spent $48 million in domestic measured media, according to Kantar Media.

The Richards Group, which previously worked on the media business, will continue serving as National Vision's creative agency of record. Mr. Louw said the company was happy with the Richards Group, but "needed to move to someone who was simply a lot bigger and spent more in the market."

"As they were making the move from a spot market presence to being a national advertiser, National Vision decided to conduct a review of their options for a media partner," said Dale Hruby, principal at The Richards Group, via email. "Since it is our policy not to participate in reviews for existing clients, we elected not to compete for that part of their business. We remain committed to serving as National Vision's strategic and creative agency partner."

Mediavest/Spark will handle all local and national media planning for America's Best Contacts & Eyeglasses and Eyeglass World, such as TV, radio, digital and out-of-home. In-store is handled internally at National Vision.

In addition to leveraging its national presence, National Vision will look to Mediavest/Spark to help understand trends in the changing media landscape and how to monetize specific social and digital platforms properly, said Mr. Louw.