Specsavers has appointed Ogilvy PR to handle its earned communications activity across Australia and New Zealand, following a competitive pitch process. The account was previously managed by agencies including Mango NZ, AMPR, and Health Haus.Ogilvy PR, together with New Zealand agency One Plus One, will manage Specsavers’ strategic national consumer public relations plan. The remit includes strengthening the brand’s presence and consumer connection across both markets, working in collaboration with existing partners EssenceMediacom and TBWA.The appointment marks a consolidation of Specsavers’ PR efforts in the region and signals a renewed focus on integrated earned-first communications. Ogilvy PR will be responsible for developing and executing campaigns that reinforce Specsavers’ positioning in optical and audiology services, with the first work expected to roll out by the end of the year.As part of the global Ogilvy network, Ogilvy PR brings experience in delivering large-scale, insight-driven campaigns for international brands.

Weber Shandwick's "First Edible Mascot" campaign for Pop-Tarts shatters barriers, becoming the first PR win in the Brand Experience & Activation Grand Prix at Cannes Lions 2024.This win marks a high point for PR at the prestigious festival, following Golin's "The Misheard Version" for Specsavers, which secured the PR Grand Prix and showcased PR agencies' creative leadership potential.The "Edible Mascot" campaign ?Çô a collaboration between Weber Shandwick, Kellanova, Florida Citrus Sports, Publicis, and others ?Çô was a massive success. It involved creating a giant, limbed Pop-Tart mascot for the Pop-Tart Bowl and treating players with edible versions after the game. The result? A viral sensation:Over 4 billion impressions$1 million in first-party data acquired15 times more brand mentions than all other non-sponsored bowl games combined.Industrywide TriumphWeber Shandwick's win wasn't the only PR highlight. Ogilvy also secured a Grand Prix for social & influencer with the "Michael CeraVe" campaign, demonstrating PR's growing influence in multi-platform campaigns.Additionally, PR agencies played a key role in securing Gold Lions for:Edelman's "Bar Experience" for HeinekenWeber Shandwick's "Translators" for U.S. Bank (part of IPG's Area 23 network's "In Transit" for NYC LGBT Historic Sites Project)Zeno's support for Rethink Toronto's "Heinz Ketchup Fraud" campaignThis year's Cannes Lions is a testament to the evolving role of PR agencies, showcasing their ability to drive creative, impactful brand experiences.