Should’ve gone to Specsavers, how a simple brand idea created a winning vision for the company - Peter Wright & Nicola Wardell

Uncensored CMO

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1+ y ago 57:22

MP3•에피소드 홈

One of my favourite campaigns of all time is "Should've Gone to Specsavers" an idea that has completely transformed the Specsavers business. I speak to their CMO, Peter Wright and the MD of their in house creative team, Nicola Wardell, about how they've taken the idea and produced some of the best advertising on the System1 database.

Watch the episode on YouTube.

Timestamps:

00:00 - Intro
00:59 - How Peter and Nicola ended up on Guernsey
03:02 - The Specsavers story
04:37 - The secret to Specsavers’ success
09:04 - Family owned vs corporate business
10:38 - How the “should’ve gone to Specsavers” line was created
14:17 - The world’s longest running straplines
16:17 - The serious case for humour - Tower Block ad
20:18 - Specsavers Vet Ad
21:14 - A cross channel idea
24:29 - Why Specsavers do all creative in house
25:52 - How to attract talent to Guernsey
29:23 - Being the client and the agency
33:56 - Advice for creating an in-house team
34:37 - Wear in vs wear out at Specsavers
43:08 - Creating the culture at Specsavers
50:14 - Launching the audiology business
53:38 - How technology will shape the future of the business
56:07 - Peter and Nicola’s proudest work