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VML Lands Advertising Partnership with National Vision Holdings

National Vision Holdings, Inc. has appointed VML as its agency of record after completing a competitive review. Photo credit: Shutterstock (David Gyung).

Posted March 27, 2025

Kansas City-based advertising service agency, VML, has been selected to be the primary advertising partner for National Vision Holdings.

Following a competitive review, VML will play a key role in leading National Vision’s brand platforms with a focus on creative, customer relationship management, social strategy, brand identity and design. VML will begin work with National Vision immediately, according to a Wednesday release. The agency has worked with brands to create advertising campaigns with Kleenex, Dell Technologies, Hellmann’s, IKEA and Coka-Cola.

“We felt an immediate connection with the National Vision team and see a tremendous opportunity to create meaningful and personalized experiences that build brand loyalty and drive business results,” Global CEO at VML, Jon Cook, said in the release.  “This is about so much more than just advertising; it’s about creativity and enhancing the entire experience. We look forward to bringing just that to life in the coming months.”

In the back half of 2025 and beyond, customers and patients will experience a refreshed, modern and more personalized experience from National Vision brands’ marketing and messaging.

National Vision Holdings, Inc. has over 1,200 stores in 38 states and Puerto Rico. It operates four retail brands: America’s Best, Eyeglass World, and Vista Opticals. The company earned a net revenue of over $1.8 billion in 2024.

“VML is an agency with heart and hustle, and they demonstrated a clear understanding of our vision. chief brand and marketing officer at National Vision, Joe VanDette, said in the release. “We are thrilled to partner with an agency that has deep brand and marketing capabilities, and a proven track record of maximizing investments across marketing technologies. Their expertise across the entire marketing ecosystem will help us drive growth and build deeper relationships with our customers.”