Specsavers

Laura Cooney, Marketing Lead, Home Visits
Iain Stanfield, Insight Lead
Kate Ackroyd, Senior Marketing Manager

MG OMD *Lead Agency

Katherine French, Business Director
Charlotte Emby, Client Account Manager
Matt Mint, Executive Director

Specsavers Creative *Lead Agency

Simon Bougourd, Senior Creative/Copy Lead
Naomi Bishop, Art Direction Lead
Richard James, Creative Director
Felicity Pelly, Lead Creative Business Partner
Polly Evelegh, Senor Creative Strategist
Kristin Rathje, TV Producer
Lyndsey Brown, Creative Business Director, Agency Leadership

For a brand as big as Specsavers, incremental growth is hard, particularly when 33% of UK’s glasses wearers reject the brand. Insight uncovered that once rejectors were aware of Specsavers’ Home Visits – a service designed for the few who found it difficult to come into store – they were more likely to consider Specsavers. This insight gave birth to ‘I Don’t Go’, a seemingly illogical campaign that consciously subverted the iconic ‘Should’ve Gone to Specsavers’ idea.