Dollond & Aitchison’s commercial director, Alisdair Luxmoore, is
leaving the optical chain after four years, without a job to go to.
Luxmoore, 34, signed Hollywood actors Burt Reynolds and George Hamilton
to star in the brand’s most recent advertising campaigns. Prior to D&A,
he was brand communications director at Vauxhall.
Luxmoore said that he had not made any firm plans for his future,
adding: ’It’s a case of having itchy feet and wanting to move on. I feel
I am at a stage of life when it’s time to do something a little more
risky than climbing the corporate ladder, and a number of exciting
opportunities have presented themselves.’
His departure comes just three months after D&A’s head of direct
marketing, Carol McLaughlin, was promoted to head of marketing, and took
over responsibility for the pounds 4m ad account, handled by Lowe
Lintas, reporting to Luxmoore.
D&A’s chief executive, Russell Hardy, described Luxmoore’s impact on the
chain as ’significant’, adding that he will oversee the commercial team
himself until a successor is appointed. He is believed to be considering
internal and external candidates for the job.
The high-profile Burt Reynolds ad campaign has been the most visible
sign of D&A’s bid to fight off new rivals such as SpecSavers and Vision
Express since Luxmoore joined the company in 1996 as marketing
He was promoted to commercial director two years later.
The campaign, launched in 1997, has promoted both long-term branding and
tactical in-store initiatives, such as D&A’s computer programme which
allows customers to view themselves in different frames.
Last year, Reynolds acted as a ’D&A evangelist’ in the ads, persuading
fellow Hollywood legend George Hamilton of the benefits of D&A’s
In March, the retailer announced its intention to drop ITV from its
media schedule in favour of partnerships with Channel 4, Channel 5 and
satellite TV. The move was made as part of a longer-term ’constant drip’
approach to advertising to take advantage of the fact that potential new
customers enter the marketplace on a continual basis (Marketing, March
This article was first published on Marketing