Specsavers drops AJF Partnership as creative services agency
Specsavers has parted ways with AFJ Partnership as its creative agency of record as it reviews its options “based on our in-house capabilities and partnerships,” Mumbrella can reveal.
The brand has been leveraging its in-house team recently, including for its latest ‘Should’ve Gone to Specsavers’ spot, which marked 15 years of the brand platform in Australia.
When approached by Mumbrella to confirm the split, Shaun Briggs, director of marketing planning ANZ, Specsavers, gave this statement: “We would like to thank AJF for all the work that we have been able to deliver together over the last three years and for the creative contribution they’ve made to our brand.
“While not an easy decision, due to the changing needs of our business we felt the time was right to review based on our in-house capabilities and partnerships. We wish AJF well for the future.”
Appointed as the brand’s creative agency in April 2020 following a competitive pitch process, AJF Partnership was involved in spots including last year’s collaboration with designer Alex Perry. At the time, it replaced Cummins & Partners which had held the account since 2014.
Just yesterday, GrowthOps merged AJF with digital agency Penso and appointed Nick Muncaster as its new MD.
In 2017, the agency was acquired by digital business, GrowthOps, for $21 million. In 2022, it made a number of redundancies in what managing director Con Frantzeskos told Mumbrella at the time was a “response to changing client needs”.
Mumbrella has contacted AJF Partnership for comment.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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Hopefully the newly anointed chief growth officer can stop the bleeding.
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He was MD for the last six months…
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