It’s an ‘Optom Market’ out there. From other big brand retailers to boutique independents, everyone was fishing in the same small pool of optometrist talent. Our challenge was to attract the next generation and retain experienced managing optometrists within OPSM’s Australian and New Zealand network. Through robust research and a creative platform ‘We see the Optom’, we cut through the competitive noise, got up close and personal, and invited optometrists into a deeply insightful conversation that proved only OPSM understood what they truly wanted.