George & Matilda Eyecare has announced the appointment of MediaCom Melbourne as their new media agency. MediaCom’s appointment will see The Content & Connections Agency deliver local and national planning to elevate the new optometry brand as a recognisable, significant and innovative force amongst consumers in Australia.

In a major development for the industry, George & Matilda Eyecare was unveiled in May 2016 as a new, national optometry network based on partnerships with independent optometrists with a successful track record and strong reputations in their local communities. The new group, led by former Luxottica Retail, Asia Pacific CEO, Chris Beer, will combine the marketing, systems, technologies and resources of a bigger business with the personalised service and local trust enjoyed by successful independent optometrists.

Brett Elliott, General Manager, MediaCom Melbourne said of the appointment, “We are delighted to be working with George & Matilda Eyecare, they are a terrific team of people with big ambitions for the eyewear category. We’re really looking forward to assisting them with our national and local media planning expertise backed by our true Content & Connections thinking which will bring major change to their industry.”

Chris Beer, CEO of George & Matilda Eyecare said, “We are very excited to partner with MediaCom. MediaCom’s team demonstrated a clear advantage, not only with media planning expertise but also their business science and content expertise, which will certainly help us achieve our long term growth ambitions by supporting and growing our independent practice network.”

MediaCom is part of WPP AUNZ, Australasia’s leading marketing content and communications group.