Specsavers is bolstering its inhouse creative team with a swathe of new senior hires and internal promotions, as it seeks to scale up and meet global business requirements.

The Guernsey-founded firm has promoted creative director Richard James to the role of global creative director, which will see him draw on 20 years of experience with the business to help expand the team’s remit.

He will be supported by two new creative leadership positions to be taken up by The&Partnership’s creative director Kate Allsop, who has worked across Natwest, Pets At Home and British Gas.

Meanwhile, Specsavers senior creative Simon Bougourd will step up to a group creative lead role, while ex adam&eveDDB and VCCP creative Dave Robinson will take on the newly created role of group design lead and will report to Sid Tomkins.

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Having worked for brands including Cadburys, O2 and Dove, Robinson will bring his experience helping brands craft a distinctive tone of voice using humour and heritage.

“I’ve been fortunate to work with some famous global brands, but Specsavers is special. That balance of humour, heritage and humility is rare and in every piece of communication,” said Robinson.

“It’s my job to ensure that we care for this special brand just as Specsavers cares for their customers, so that it continues to succeed and assist many more people globally with their sight and hearing,” he continued.

The moves for Specsavers come after a year which it has seen it build on its messaging with adverts including a mega spot starring Ted Lasso director Declan Lowney, and the highly successful ‘Misheard’ spot.

Another of its recent stunt includes a Back To School eye test van, encouraging parents to get their children’s eyes tested.

“Specsavers is an incredible brand with a core purpose of changing lives through better sight and hearing. I’m excited to join the team to continue to develop distinct creative campaigns that resonate with consumers globally to keep delivering on this promise,” said Allsop.

Specsavers managing director Nicola Wardell added that she was “delighted to congratulate” the new hires and to “welcome Kate and Dave to the team”.

“To have team members develop over multiple decades is incredible and to balance this with such strong external talent is where the magic lies. I’m very excited to see what’s next for Specsavers Creative with this super-charged team,” Wardell added.