Boots Opticians is upping its PR activity in the face of increased
competition among optical retailers by appointing a new PR
Birmingham-based agency Barkers PR won the six-figure account after a
three-way pitch, although the initial list drawn up by the client
featured 30 consultancies.
The appointment follows a spate of similar moves by rival opticians.
Specsavers and Dollond and Aitchison both appointed new PR agencies
earlier this year in a bid to heighten their profile on the high
As part of its new approach, Boots Opticians aims to put more focus on
style and on pushing the Boots brand.
Marketing manager Katy Sewell explained: ’Branding is important to us
and we have been branding Boots Opticians through PR for some years. We
are looking to develop that in the style area. It is a challenge in the
current marketplace - where there are a lot of proprietary designer
names - to get the retailer’s branding across.’
Barkers’ managing director Dianne Page said: ’The opticians market is
very competitive and largely price driven.
’Our aim is to communicate values other than price, such as quality and
service, all of which are underpinned by the heritage of the Boots
The incumbent agency was Manchester-based Mason Williams. It did not