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Pravda chosen as lead agency for Optimax

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By The Drum Team, Editorial

September 27, 2007 | 2 min read

Optimax, the UK-wide chain of laser eye surgery clinics, has appointed Pravda as its new advertising agency.

The London-headquartered firm has traditionally handled its account in-house, but commenced an agency search after increased competition in the laser eye surgery market.

Main rivals, Ultralase and Optical Express, have put significant funds into their marketing over the last few years, prompting Optimax to hold discussions with a number of agencies over handling its £3million-plus advertising budget.

Manchester-based Pravda has begun work on a through-the-line campaign, which is set to include national TV advertising.

Beata MacSweeney of Optimax confirmed Pravda would be retained as the firm’s “long-term” agency, as plans have been laid out to achieve a series of targets set following its move towards a more structured marketing policy.

Pravda\'s Tim Trapp described the project as a “complete communications overhaul”.

The win follows another significant coup for the agency, having recently been appointed to handle Scottish and Southern Energy Shield’s £2million relaunch.

Meanwhile, Pravda has also completed the European relaunch of Grangers International’s outdoor clothing treatments. The agency won the account in April following a five-way pitch.

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