Data Lateral provides a data management and analytics service for the programme, which targets over 450,000 customers a week with a customised and personalised recall letter.
Howitt manages the production, enclosing and fulfilment of recall communications, managing the output of the recall pack.
Each pack incorporates store and customer details resulting in over one billion potential variations.
To maximise the effectiveness of the programme, Lateral Group monitors the programme's performance and supports Specsavers with a marketing optimisation plan encompassing the targeting, creative and production of the programme.
Sarah Koulloutas, head of direct marketing for Specsavers, said: "Data Lateral and Howitt have been campaign managing the weekly recall programme for the past two years and have provided valuable data and analytics insight to drive more customers in store as well as providing ongoing cost reductions to ensure our marketing programme delivers efficient return on investment."
Nick Dixon, CEO of Lateral Group, said: "The contract win demonstrates the capabilities of both companies to offer our clients a combined integrated approach to campaign management."
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