LONDON — Specsavers has expanded its agency roster, appointing Golin to handle its national consumer PR remit in the UK after a four-way competitive pitch.

The move comes as the UK's largest optical retailer relaunches its long-term “Should've” brand proposition with a greater focus on consumer health. Golin has built a bespoke team for Specsavers with sister IPG agency Virgo Health that it said “blends consumer creativity with healthcare credibility”.

The London-based team will cover national PR across Specsavers’ optical, audiology and domiciliary divisions, plus ophthalmology via Specsavers’ partnership with Newmedica, which aims to improve eye health in the community.

Golin and Virgo health take over the UK national consumer PR brief from incumbent Tigerbond, which will continue to provide regional PR support across most of England and Scotland.

Specsavers director of public relations Jo Delbridge said: “As we enter a new era and with the relaunch of Should've 2.0, Tigerbond decided to stand aside to allow us to seek a new national partner to cast fresh eyes over our brand proposition. After a close-run pitch process, we selected Golin for their earned-first strategic approach and commitment to fresh creative thinking and collaboration. We are very excited about what we can deliver together to ensure the Specsavers brand continues to change people's lives through better sight and hearing.”

Delbridge added: “We've had some unforgettable times with Tigerbond through a relationship spanning more than two decades and many campaigns, from Spectacle Wearer of the Year to launching Kylie Minogue’s product range and working with Vision Aid Overseas. The team continue to do a fantastic job supporting our stores at a regional level, alongside our other regional agencies Target PR, Freshwater and JComms.”

At Tigerbond, CEO Laurna Woods, said: “We’ve had an amazing run by any standards and I am super-proud of all the people, both agency and client side, who have contributed to the award-winning work. The time was right for us to step aside but we’re proud to be a continued partner of Specsavers at a regional level and we look forward to working with Golin on the next stage of the brand’s proposition.”

Golin and Virgo Health group managing director Ondine Whittington said: “Specsavers is an outstanding brand with a legacy of iconic, creative and inclusive consumer campaigns, it truly is a dream client for Golin. The pitch was also a great opportunity to demonstrate the strategic strength of a Golin and Virgo Health collective team and how we can deliver important healthcare messages that resonate with consumers. We can’t wait to bring our thinking to the renowned Should’ve platform and help Specsavers bring to life the incredible expertise and care that they deliver in the community.”