National Vision Names VML Agency of Record
National Vision Holdings (EYE) has appointed VML as its agency of record following a competitive review. VML will lead the optical retail company's brand evolution, focusing on creative, CRM, social strategy, brand identity and design, and experiential marketing for brands including America's Best and Eyeglass World.
The partnership aims to transform National Vision's marketing and omni-channel capabilities, with customers expected to experience refreshed, modern, and more personalized marketing starting in the second half of 2025. VML, recently named Ad Age A-List Standout Agency and Clio Awards 'Network of the Year', will work on redefining communication and brand platforms while supporting National Vision's mission of making vision care accessible to everyone.
National Vision Holdings (EYE) ha nominato VML come la sua agenzia di riferimento a seguito di una revisione competitiva. VML guiderà l'evoluzione del marchio dell'azienda di vendita al dettaglio ottico, concentrandosi su creatività, CRM, strategia sociale, identità e design del marchio, e marketing esperienziale per marchi come America's Best e Eyeglass World.
La partnership mira a trasformare le capacità di marketing e omni-canale di National Vision, con i clienti che si aspettano di vivere un marketing rinnovato, moderno e più personalizzato a partire dalla seconda metà del 2025. VML, recentemente nominata come agenzia di spicco della lista A di Ad Age e 'Network of the Year' ai Clio Awards, lavorerà per ridefinire la comunicazione e le piattaforme del marchio, supportando la missione di National Vision di rendere l'assistenza visiva accessibile a tutti.
National Vision Holdings (EYE) ha nombrado a VML como su agencia de referencia tras una revisión competitiva. VML liderará la evolución de la marca de la empresa de venta al por menor óptico, centrándose en la creatividad, CRM, estrategia social, identidad y diseño de marca, y marketing experiencial para marcas como America's Best y Eyeglass World.
La asociación tiene como objetivo transformar las capacidades de marketing y omni-canal de National Vision, con los clientes que se espera que experimenten un marketing renovado, moderno y más personalizado a partir de la segunda mitad de 2025. VML, recientemente nombrada como agencia destacada de la lista A de Ad Age y 'Network of the Year' en los Clio Awards, trabajará en redefinir la comunicación y las plataformas de marca, apoyando la misión de National Vision de hacer que la atención visual sea accesible para todos.
내셔널 비전 홀딩스 (EYE)는 경쟁 리뷰를 통해 VML을 공식 에이전시로 임명했습니다. VML은 아메리카스 베스트와 안경 월드를 포함한 브랜드를 위해 창의성, CRM, 소셜 전략, 브랜드 아이덴티티 및 디자인, 경험 마케팅에 중점을 두고 광학 소매 회사의 브랜드 진화를 이끌 것입니다.
이번 파트너십은 내셔널 비전의 마케팅 및 옴니채널 역량을 혁신하는 것을 목표로 하며, 고객들은 2025년 하반기부터 새롭고 현대적이며 개인화된 마케팅을 경험할 것으로 기대하고 있습니다. 최근 Ad Age A-List 주목할 만한 에이전시와 클리오 어워드 '올해의 네트워크'로 선정된 VML은 내셔널 비전의 사명을 지원하면서 커뮤니케이션 및 브랜드 플랫폼을 재정의하는 작업을 수행할 것입니다.
National Vision Holdings (EYE) a désigné VML comme son agence de référence à la suite d'un examen concurrentiel. VML dirigera l'évolution de la marque de l'entreprise de vente au détail optique, en se concentrant sur la créativité, le CRM, la stratégie sociale, l'identité et le design de marque, ainsi que sur le marketing expérientiel pour des marques telles que America's Best et Eyeglass World.
Le partenariat vise à transformer les capacités marketing et omnicanales de National Vision, les clients s'attendant à vivre un marketing renouvelé, moderne et plus personnalisé à partir de la deuxième moitié de 2025. VML, récemment nommée agence de choix de la liste A d'Ad Age et 'Réseau de l'année' aux Clio Awards, travaillera à redéfinir la communication et les plateformes de marque tout en soutenant la mission de National Vision de rendre les soins de la vue accessibles à tous.
National Vision Holdings (EYE) hat VML nach einer Wettbewerbsprüfung als seine Agentur ernannt. VML wird die Markenentwicklung des optischen Einzelhandelsunternehmens leiten und sich auf Kreativität, CRM, soziale Strategie, Markenidentität und -design sowie Erlebnismarketing für Marken wie America's Best und Eyeglass World konzentrieren.
Die Partnerschaft zielt darauf ab, die Marketing- und Omni-Channel-Fähigkeiten von National Vision zu transformieren, wobei die Kunden ab der zweiten Hälfte von 2025 mit erfrischendem, modernem und personalisiertem Marketing rechnen können. VML, die kürzlich als herausragende Agentur auf der Ad Age A-Liste und 'Network of the Year' bei den Clio Awards ausgezeichnet wurde, wird daran arbeiten, die Kommunikations- und Markenplattformen neu zu definieren und die Mission von National Vision zu unterstützen, die Augenpflege für alle zugänglich zu machen.
- Partnership with award-winning agency VML to enhance brand value and customer engagement
- Strategic investment in marketing transformation and omni-channel capabilities
- Planned modernization of customer experience and marketing approach
- None.
Agency to Lead Creative Brand Transformation for Brands Including America's Best and Eyeglass World
In the back half of 2025 and beyond, customers and patients will experience a refreshed, modern and more personalized experience from America’s Best and Eyeglass World marketing and messaging. As part of its transformation, National Vision is taking steps to enhance its value offering and build its brands around an expanded view of its customer base.
VML, who was named an Ad Age A-List Standout Agency in 2025 and Clio Awards ‘Network of the Year’ in 2024, will begin work with National Vision immediately.
“At National Vision, we are making intentional investments to transform our marketing and omni-channel capabilities. VML is an agency with heart and hustle, and they demonstrated a clear understanding of our vision. We are thrilled to partner with an agency that has deep brand and marketing capabilities, and a proven track record of maximizing investments across marketing technologies. Their expertise across the entire marketing ecosystem will help us drive growth and build deeper relationships with our customers,” said Joe VanDette, Chief Brand and Marketing Officer of National Vision.
"National Vision is on a mission to make vision care accessible to everyone, and we’re incredibly excited to partner with them on this journey. We felt an immediate connection with the National Vision team and see a tremendous opportunity to create meaningful and personalized experiences that build brand loyalty and drive business results. This is about so much more than just advertising; it’s about creativity and enhancing the entire experience. We look forward to bringing just that to life in the coming months," said Jon Cook, Global CEO at VML.
ABOUT NATIONAL VISION
National Vision Holdings, Inc. (NASDAQ: EYE) is one of the largest optical retail companies in
ABOUT VML
VML is a leading creative company that combines brand experience, customer experience, and commerce, to create connected brands that drive growth. The agency is celebrated for its innovative and award-winning work with blue chip client partners including AstraZeneca, Colgate-Palmolive, Ford, Microsoft, Nestlé, The Coca-Cola Company, and Wendy's. VML is recognized as a Leader by Forrester Wave™ reports for Commerce Services, Marketing Creative and Content Services, and is a Strong Performer in the Forrester Wave™: CX Strategy Consulting Services. It was also named a Leader in IDC MarketScape: Adobe Experience Cloud Professional Services and a Visionary in the Gartner Magic Quadrant for Digital Experience Services. VML’s specialist health network, VML Health, is also one of the world’s largest and most awarded health agencies. VML’s global network is powered by 26,000 talented people across 55 markets, with principal offices in
VML is a WPP agency (NYSE: WPP). For more information, please visit www.vml.com, and follow along on Instagram, LinkedIn, and X #WeAreVML.
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Source: National Vision Holdings, Inc.
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