Specsavers and the house life
Wardell joined Specsavers in February 2020 after a long and respected agency career, including as CCO at Havas and Managing Partner at Gray London.
Guernsey-based Specsavers has had an in-house creative role since 1988. Under former Creative Director Graham Daldry, who joined in 1999 and wrote the famous "Should Have Goed to Specsavers" line in 2002, she has produced some of the most notable campaigns from any in-house agency. By the time Daldry left the company in March 2020, Specsavers' internal team had grown to 90 and included everything from data analysis to retail interior design.
This interview is part of a series by the agency's in-house head, created by consulting firm WDC and former CR editor Patrick Burgoyne, that explores the unique opportunities and complications of internal work.
IHALC: When you thought about this role, what made you do it? And what prejudices did you have about it?
NW: I think the ability to influence customers is greater. As I am sure I have always believed that the best for your client is the best for the agency. But sometimes there are the inevitable conflicting agendas. The thought of just being able to 100% single-mindedly focus on what's right for this brand and the business that nothing else stands in the way was really engaging.
I think the other thing is (and maybe this is just a personal thing) that as I age it has become more important to make a positive difference through my work. I was really drawn to the Specsavers brand. I remember when the job description came through I said to my husband, "Oh my god, this is like my dream job." a difference. Our brand purpose is about making positive life changes through seeing and hearing. During my career, I've done the sweets, the snacks, the alcohol, all of them a lot of fun and still important work. But what we're doing here as an organization is really making a real difference in people's lives. And that meant a lot to me. It really is a very special business. It's still family owned and has great culture.