grabbing market share
In 2010, Luxottica Retail’s expansive portfolio of brands included one in dire need of personality and reinvention in Sears Optical. Responsibilities included strategic leadership and integrated creative campaign development (“Missing Something” campaign) that ran for over five years and included television, print, radio, digital and social media content. Ultimately, Sponge delivered a powerfully entertaining idea that boosted awareness over 19% (TNS Tracker) and scored a 60% positive ranking in Brand Buzz (Source I.D.). Ultimately, Sponge helped convert an invisible department into a highly visible brand.