ALAIN AFFLELOU, optician and hearing care specialist, has completed two competitive agency selection processes launched in recent months to strengthen its public relations and social media communications.
The two pitches were run independently between December and January, once again using the SMS (SCOPEN MATCH SPRINT) methodology. Through structured workshops, this agile process objectively assesses the capabilities, teams, strategic proposals, chemistry and ways of working of the participating agencies, ensuring the strongest fit between advertiser and partner.
APPLE TREE, Edelman and True were shortlisted for the PR brief, while APPLE TREE, Thinketers and Samy were finalists for social media.
Following a full evaluation of the process, APPLE TREE has been appointed to both briefs and will now lead the brand’s public relations strategy and social media communications. Bringing both disciplines together under one agency will enable ALAIN AFFLELOU to build a more integrated and coherent communications model, improving coordination between teams, aligning messages strategically and making more effective use of resources.
This unified approach will also strengthen brand consistency across every touchpoint, creating stronger synergies between corporate communications, media relations and digital conversation with its audiences in an increasingly competitive market.
Carme Miró, Partner and CEO of APPLE TREE, said: “Since its beginnings, ALAIN AFFLELOU has built its communications around making its value proposition in optics and audiology clear to the public in a creative and memorable way. At APPLE TREE, we are very excited to continue supporting the brand in this new stage, bringing creativity, strategy and innovation to its communications through strategic PR and social media.”
Laure Pelloux, Chief Marketing Officer at ALAIN AFFLELOU, said: “For us, communication is not simply about informing people; it is about creating impact and building relationships that deliver real value. Having a single team covering PR and social media will allow us to move forward with greater purpose, cohesion and sensitivity to what people expect from brands today. This strategic partnership is a decisive step towards evolving, innovating and continuing to connect with our audiences authentically.”
