OPSM Contact Lenses - Avoiding the Guesswork Making Contacts

Jeremy Poole

Contact lens use in Australia is a third of that in most countries in the western world, yet these customers are amongst the highest value for an optical retailer.
Agency: The One CentreAuthor: Jeremy Poole

OPSM Contact Lenses – Avoiding the Guesswork Making Contacts

This paper demonstrates that in search of avoiding creativecliché, sometimes the planner has to look beyond the numbersand cast a fresh eye over a problem.

It shows how, despite being faced with a complex multi-facetedproblem, it's important to remain single minded and avoid thetemptation to shoe horn everything into the advertising.

And finally it shows the value of applying the thoughtframework planning provides beyond the traditional arenas ofadvertising and direct marketing, to web design, to in-storeenvironment planning and internal business processes.

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