Healthcare agency Spink has been hired to handle PR for the Sauflon brand following a three-way pitch.
The agency will start by launching Sauflon's Silicone Hydrogel lens, and is also charged with raising the firm's profile as a lens and lens solution manufacturer.
Spink's brief is to target opticians, optometrists and ophthalmologists by communicating with the optical media. As part of the campaign, Spink will communicate Sauflon's 'opticians-only' supply policy. The activity will also aim to raise the profile of the firm's commitment to returning profits to eye care professionals instead of supermarket and internet-based retailers.
Director Jo Spink heads the account, reporting to Sauflon UK sales director Bradley Wells.
'It's a challenging period for the lens and solutions market,' said Spink. 'Online and supermarket retailers are threatening the optician's livelihood more than ever.'
The account win follows the agency's appointment by FMCG firm Reckitt Benckiser to promote eye care brand Optrex (PRWeek, 22 February).