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Specsavers bolsters in-house creative leadership team to support transformation plans

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By Imogen Watson | Senior reporter

September 13, 2019 | 3 min read

Specsavers has appointed Julia Arenson as it continues to bolster its in-house creative agency.

In the newly-created head of creative operations role, Arenson will support the optical retail chain's plans to transform its agency, focusing on its skills and capability in strategy, digital, content creation and automation.

She joins from VCCP Blue where she spent nine years as head of creative production and introduced an integrated creative and production process.

Specsavers bolsters in-house creative agency with new head of creative operations

Specsavers bolsters in-house creative agency with new head of creative operations

Before that she was operations manager at Leo Burnett, who she joined from J Walter Thompson where she was project manager.

Arenson's appointment follows a number of new hires to Specsavers creative leadership team. Marco Bezerra was bought in as deputy creative director in January, tasked with injecting new energy into integrated campaign development, and brand strategist Tracey Ruddy joined 18 months ago from J Walter Thompson. Ruddy is building up the agency’s strategic and planning function.

Specsavers was early to the in-house party and has had an internal creative function since 1988. It also claims to be one of the first UK brands to set up a full-service internal creative agency in the early 90s. The agency has doubled in size in the last four years.

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The in-house agency handles all aspects of the creative process and came up with the famous ‘Should’ve gone to Specsavers’ line.

Earlier this year it took its 'Should've' campaign global with a spot featuring a performing Persian cat called Snowdrop.

Discussing Arenson's hire, Specsavers creative director Graham Daldry said: "Julia is an important addition to our team and has a proven track record of leading teams to produce fantastic creative work.

"Having someone of such high calibre and experience in the agency will allow us to make many of the changes we’ve planned to drive efficiencies and step change the end to end creative process. It promises to be a very exciting future."

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