Specsavers has been topped Advertising and marketing Week’s Model of the 12 months 2025 for its dedication to consistency and objective.
Specsavers has been topped Model of the 12 months on the Advertising and marketing Week Awards 2025, pipping Adidas, EE, Monzo, ServiceNow and Warburtons to the prize.
The enduring family-run enterprise has constantly put its model objective on the forefront, attaining development whereas persevering with to spend money on its workforce and enterprise.
The model scooped the accolade after combining scores from our jury of name and advertising specialists with the outcomes of a Advertising and marketing Week reader vote.
“Our objective will not be monetary success. Our objective is about altering lives, and really the remainder kind of follows,” mentioned CEO John Perkins, talking at Advertising and marketing Week’s Pageant of Advertising and marketing earlier this month.
In October 2024, the model gained gold on the IPA Effectiveness Awards for its ‘I don’t go’ marketing campaign, which subverted its longstanding ‘Ought to’ve gone’ tagline to spotlight its residence visits proposition, and delivered an estimated £19.8m in incremental revenue.
Group income grew by 7.5% within the 2023/24 monetary yr to £4.18bn, and whereas the enterprise famous a drop in earnings, it mentioned this was partly as a result of swallowing inflationary prices and never passing them on to clients.
“Specsavers is a model that has a powerful sense of self, that’s true to its objective – an precise, genuine objective that dictates what it does and the way it does it,” says Russell Parsons, editor-in-chief at Advertising and marketing Week.
“Its advertising communications are constantly wonderful, establishing a powerful platform with room for threat that sees the model lean into tradition and confidently subvert and play with a few of its distinctive belongings. A superb and deserved winner of Model of the 12 months,” he added.
Consistency is essential
“It’s completely wonderful to obtain the award. It’s an enormous recognition of the work from all of the entrepreneurs, creatives and associate companies at Specsavers world wide,” says Peter Wright, Specsavers’ CMO.
“An enormous thanks to the judging panel and all of the Advertising and marketing Week readers who voted for us – we’re past delighted.”
Specsavers is a powerful instance of a model that has reaped the rewards of consistency.
Celebrating its fortieth anniversary final yr, the enterprise hasn’t rested on its laurels, with consciousness at a excessive of 91%, in accordance with knowledge from Tracksuit, far forward of the class’s common of 38%. The model’s consideration can be excessive at 72%, experiencing a 5% uplift within the final yr.
It’s a model with robust advertising fundamentals, partly because of the Specsavers Academy of Advertising and marketing, a abilities and information initiative to help its entrepreneurs worldwide.
Specsavers’ CMO Peter Wright works in growing his advertising groups, fostering an atmosphere of psychological security and inspiring his entrepreneurs to strive new issues is without doubt one of the secrets and techniques to the model’s success.
“If we’re not making an attempt new issues out, we’re not going to work out what does work and what doesn’t,” he advised Advertising and marketing Week final yr.
