NOVEMBER 2023, LONDON – Hill & Knowlton (H&K) one of the world’s leading public relations firms, has won a new mandate with Vision Direct, part of the EssilorLuxottica Group, in a competitive pitch process.  

Vision Direct have tasked H&K with a PR and social media scope across the UK, Spain, Italy, France, Germany, and Ireland. The team will develop integrated communications campaigns, social channel strategy, and support the business’ communications platform ‘See More Life’.  

Cal Smith-Sheerin, Brand & Communications Manager at Vision Direct, said: “We are at an important moment in our brand’s evolution and wanted an agency partner that understood our challenges. H&K’s capabilities particularly stood out to us; their social and cultural credentials were just what we were looking for. We were impressed by the team’s creative response in the pitch and can’t wait to work closely on our growth journey.”  

Amaya Alvarez, Director for H&K’s Consumer Packaged Goods team, commented: “We are excited to support Vision Direct on its mission to ensure it is the brand most recognised for offering everyone who needs it, access to quality, affordable, contact lenses. The duality of the product’s functional benefit and the brand’s higher purpose of enabling clearer vision is an ideal challenge opportunity for our team to flex its brand building expertise. We are passionate about making brands more connected with consumers, and this hybrid brief speaks to the core of what we’re great at.”  

H&K will also support brand archetype work, building and delivering Vision Direct’s new brand identity.  

The appointment follows a series of new client wins for H&K London in recent months including Costa Coffee and Hill’s Pets.