Specsavers renews contracts with Manning Gottlieb OMD, OMD Ireland


Specsavers has renewed its media contract with Manning Gottlieb OMD and OMD Ireland without conducting a competitive pitch, building on its 11-year relationship with the Omnicom agencies.

The process, a pioneering move that reflects its commitment to the IPA & ISBA Pitch Positive Pledge, of which Specsavers was one of the first signatories.

Rather than calling an unnecessary and lengthy pitch process, Specsavers sought to continue the relationship with Manning Gottlieb OMD and OMD Ireland with the goal of building the best, most effective advertiser-agency partnership in the market.

Specsavers renews OMD contracts

The decision to conduct a review process rather than a pitch shines a light on the positive relationship between Specsavers, Manning Gottlieb OMD and OMD Ireland with the organisations commitment to the ongoing partnership, which began 11 years ago and has been renewed for another three years.

The review looked at four key areas: Team, talent and structure; Effectiveness and measurement; Account management and ways of working; Integrated system; and Commercials and transparency.

Working with consultants at The Aperto Partnership and Media Marketing Compliance, they conducted a full review of the current contract and working relationship to ensure Specsavers remains at the forefront of an ever-evolving media landscape; has the best talent on its business; delivers best-in-market effectiveness remaining commercially competitive and transparent; and continues to deliver best in class creative media solutions by Manning Gottlieb OMD and OMD Ireland.

Ian Maybank, Head of Connections Planning, Media, and Insights at Specsavers, said”: At Specsavers we recognise that pitches can be valuable but also disruptive, particularly during a cost-of-living crisis, when we want our agency partners focused on delivering our customer agenda without the threat of us moving the account.

“We’ve been able to achieve the same outcomes as a competitive pitch would by conducting a root and a branch review with support from Aperto and MMC.

“We see this as a reflection of our commitment to the ongoing relationship and to the IPA & ISBA Pitch Positive Pledge that we signed up to 12 months ago to improve pitching behaviours.”

Natalie Bell CEO MG OMD, said: “We’re excited to extend this hugely successful partnership for another 3 years and look forward to delivering even more effective work with the team at Specsavers”.

Fiona Field MD OMD Ireland, said: We are exceptionally proud of our long-term relationship with Specsavers and the partnership we have developed together.

“This relationship centres on a continued focus on collaboration, learning and leveraging the brand position in innovative ways with a sharp focus on effectiveness in what is a highly changing and dynamic media environment.

“We are delighted to be re-appointed and are excited about our collective future ambitions working together with Specsavers and the agency partners.

Scott Moorhead, Managing Partner, The Aperto Partnership, said: “It has been a privilege to have supported Specsavers, MG OMD and OMD Ireland through a process completely focussed on how to build an even stronger partnership.

“Both are now even more aligned and focussed on the collective goals and ways to drive enhanced commercial success on the Specsavers business”.