National optometrist Specsavers has appointed Initiative Melbourne to manage the retailer’s media portfolio after a market wide review of media agencies.

The Specsavers media portfolio was previously managed by MediaCom.

Initiative’s Melbourne office will now manage all Specsavers media communications in Australia and work in partnership with Specsavers’ marketing team and creative agency Cummins&Partners.

According to Nielsen Specsavers spend more than $20 million a year on media and with the appointment of Initiative is expected to see a focus on integrated communications in reaching the retailer’s national audience and potential customers.

Initiative Melbourne managing director Stephen Fisher (pictured above) said, “We are delighted to have been appointed to work with Specsavers.

“They are a great business and have demonstrated through the pitch process how important and valued marketing is to their success and we look forward to helping drive that into the future.

“This appointment is a fantastic validation of the calibre of work we’re producing and the team at Initiative.  I am extremely proud of everyone in our business and it’s great to be able to welcome Specsavers as a client.”