Boots Opticians is on the hunt for a new PR agency as competition
in the optical retail market hots up.
It is understood to be seeking an agency with fashion experience to
update the brand in response to aggressive marketing campaigns by its
high street rivals. Specsavers has just appointed Barclay Stratton to
handle its PR.
And Dollond & Aitchison, which hired Brook Wilkinson earlier this year,
has also been running a high-profile advertising campaign featuring Burt
Reynolds and Vic Reeves.
Asked whether the decision was in response to D&A’s move to create a
higher profile, Boots Opticians’ marketing manager Katy Sewell said: ’We
know they have both a new advertising agency and PR firm and we always
consider what our rivals are doing.’
Boots Opticians has used Manchester agency Mason Williams for the last
seven years, but joint managing director Rita Rowe confirmed that the
relationship would not continue.
’Boots Opticians has decided to review the PR function. We are in
discussion with another company in the optical field and will not be
re-pitching for the account,’ said Rowe.