National Vision appoints VML as its agency of record

VML will play a key role in leading National Vision’s brand evolution, redefining its communication and brand platforms

by e4m Staff
Published: Mar 27, 2025 3:07 PM | 2 min read

National Vision Holdings, Inc., a leading optical retail company behind brands like America's Best and Eyeglass World, has appointed VML as its agency of record (AOR) following a competitive review. VML will play a key role in leading National Vision’s brand evolution, redefining National Vision's communication and brand platforms with a focus on creative, CRM, social strategy, brand identity and design, and experiential. The new partnership will support National Vision’s continued transformation for long term success by driving connection with new and current audiences, while reinforcing its mission of vision and eye care for all.

VML will begin work with National Vision immediately.

"At National Vision, we are making intentional investments to transform our marketing and omni-channel capabilities. VML is an agency with heart and hustle, and they demonstrated a clear understanding of our vision. 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", said Joe VanDette, Chief Brand and Marketing Officer of National Vision/.

In the back half of 2025 and beyond, customers and patients will experience a refreshed, modern and more personalized experience from America’s Best and Eyeglass World marketing and messaging. As part of its transformation, National Vision is taking steps to enhance its value offering and build its brands around an expanded view of its customer base.

"National Vision is on a mission to make vision care accessible to everyone, and we’re incredibly excited to partner with them on this journey. 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. 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", said Jon Cook, Global CEO, VML.