Should've Gone to Specsavers - A far-sighted view of advertising's role in building a business over 30 years

Specsavers’ success is testament to the power of advertising to grow a business. Having invested nearly £500m in advertising over 30 years, Specsavers commands a dominant share of voice and consistent revenue growth. Specsavers’ strategy of continuous presence at relatively high spend levels, a broad appeal, commitment to humour as an advertising tool and distinctive, familiar brand assets that build memory structure have all contributed to £1.1bn of incremental profit over 30 years.