Pitch Watch: iiNet moves media; 21st Century Fox pitch shortlist; Will Optus drag into new year?; Ikea pitches public relations

iinetMumbrella casts an eye over the major media, creative and public relations pitches at play in market. 

In this week’s wrap up the latest on: iiNet (account move), 21st Century Fox (short list), Optus (update on media pitch), Ikea (new PR pitch).

iiNet moves $30m media account inhouse 

It’s only eight months since OMD WA fought and retained the media account for the $20n iiNet however, Mumbrella can reveal that its new parent company TPG has now taken the buying inhouse. Read more »

Optus pulls Arabic advertising poster from shopping mall in the wake of threats to staff

Optus has been forced to pull an outdoor poster at a shopping mall written in Arabic after threats were made to staff.

Screen Shot 2015-11-17 at 5.08.04 PMThe poster at Casula Mall, which tells customers there are Arabic speaking staff members in store, has prompted an outpouring of anger from some saying it was offensive in the wake of the Paris terror attacks.

However, Optus has since been flooded with messages of support on its Facebook page praising the telco for its support for multiculturalism. Read more »

Ricky Gervais is back in the bath for his laziest ad yet in latest effort for Optus

British comedian Ricky Gervais utters just one word in the latest ad in his series for Optus spruiking the telco’s entertainment offering.

The ad opens on Gervais reading a newspaper in an opulent bathroom with the star of The Office sat in the bathtub reading a newspaper.

Then he puts the paper down, looks at the camera and says “Optus”.

Read more »

Pitch Watch: New agencies for iNova, Ubank, Heineken and VisitCanberra; Optus goes quiet

Mumbrella casts an eye over the major media, creative and public relations pitches at play in market. 

In this wrap up the latest on: iNova (media account win) and Ubank (media account win), Heineken (PR account win), VisitCanberra (creative account win). Read more »

Ricky Gervais ‘anti-ad’ for Optus to launch Netflix takes Grand Prix at BEFest Awards

Optus’ offbeat Ricky Gervais campaign to launch its Netflix offering picked up three awards including the Grand Prix at the fourth BEFest Awards.

BeFest Grand Prix: recogises the Optus Ricky Gervais campaign.

BeFest Grand Prix recognises the Optus campaign, featuring Ricky Gervais.

BeFest AwardsThe campaign, which generated millions of views and conversations across social media and featured the comedian in an ‘anti-ad’, also won Gold in the Best Branded Content Campaign and Silver in Best Branded Entertainment (Fiction) at the awards. It was created by Emotive, M&C Saatchi, Starcom, Amobee, Fuel Communications & HSI London. Read more »

Foxtel says it is open to ‘partner’ with Optus as it moves to calm Facebook furore over EPL loss

Foxtel has moved to assuage furious fans who have beseiged its Facebook page by telling them it is willing to talk to Optus about buying back the rights to the English Premier League.

Foxtel has copped a hammering from football fans who say the loss of the EPL means they now have little reason to subscribe to the Pay TV service.
Screen Shot 2015-11-03 at 12.55.12 PM

But in response to one of them a spokesman replied: “All  we can say at this stage (because this has only just happened) is that in coming months we’ll we’ll review all options. We don’t know how Optus plans to broadcast the EPL and we’d be happy to talk to them about whether there is an opportunity for us to partner with them in some way.”

Read more »

Optus EPL will see Foxtel lose subscribers and opens door for likes of Youtube say buyers

Optus’s swoop for the English Premier League (EPL) is a major “land grab” that leaves Foxtel facing the possibility of losing subscribers and opens the door to players like Youtube to bid for rights, according to senior media buyers.

FoxtelYesterday’s deal sees Fox Sports lose one of its only franchises which viewers cannot access on another platform, leading some buyers to express concerns hundreds of thousands of subscribers could be lost from the pay-TV platform should Optus decide not to on-sell the broadcast rights to it.

“With the dog’s dinner that is the ongoing NRL negotiations and the recent loss of the Champions League, by ESPN, it highlights just how competitive the world has become for Foxtel,” said Chris Walton, managing director of Nunn Media Sydney.

“They are now being squeezed on the one side by traditional networks who need the value live sport brings and on the other by non-traditional broadcasters who have got deep and direct relations with their own substantial customer sets.” Read more »

English Premier League deal makes Optus a broadcasting player says CEO Allen Lew

Allen Lew Optus CEO

Media player: Allen Lew

Optus CEO Allen Lew has not ruled out on-selling part of the English Premier League football rights to Fox Sports, but said the move was central to the telco’s transformation to becoming a content platform.

Optus swooped on the exclusive broadcast, broadband and mobile EPL rights, wrong-footing broadcast incumbent Fox Sports in securing the three year deal believed to be valued in excess of $100m, with reports suggesting as much as $45m per season.

Lew told Mumbrella the move into broadcasting and securing exclusive rights for a major global sport was a first for an Australian telco.

“No telco has ever talked about content from the perspective of broadcasting rights that are exclusive and linking it directly to that particular telco, so in that sense we are game-changing,” said Lew. Read more »

News Corp opts out of Optus EPL coverage

News that Optus has nicked the English Premier League rights from Fox Sports made the front pages of pretty much every news website and channel in the country.

Except, that is, for any News Corp properties – the owners of Fox Sports. Read more »

Optus snatches broadcast and digital rights for English Premier League from Fox Sports

BarclaysIn a bold move Optus has grabbed the broadcast and digital rights for the English Premier League, challenging both Telstra and Fox Sports in a single step.

The telco has won the rights to all 380 Premier League Games for three years commencing in August 2016, stripping Fox Sports of one of its marquee properties.

Optus has flagged a move into content but the decision to go after not just the broadband and mobile rights, but the live broadcast rights is a major acceleration of its strategy.

CEO Allen Lew said the acquisition of the rights, currently held by Fox Sports, would deliver one of the world’s most sought after sports properties to Optus Customers.
Read more »

Ricky Gervais records new ad for the ‘marketing nerds at Optus’ in the bath on his phone

Ricky Gervais has made his latest ad for the “marketing nerds” at Optus on his phone in the bath, again playing on the theme of him refusing to do a proper ad for the telco.

In the new ad the British comedian is shot from the neck up in the bath tub saying his agent called asking him to do another ad, but saying he’s a “bit busy” and “couldn’t really plan anything or come into a studio”.

He ends it with “you’re welcome to use this if you want and put something at the end with what you’re advertising, and if you use it let me know – same money”.  Read more »

Optus lands Cricket Australia streaming rights

Cricket Australia Logo 2003After a three year hiatus Cricket Australia has a new telco streaming partner with Optus locking in for three years, offering its customers live local and international streams unmetered.

The announcement comes three years after Vodafone abandoned its cricket sponsorship and the streaming rights as its sought to trim ten of millions of dollars from its budgets.

Previously Vodafone paid Cricket Australia $10 million annually for the naming and streaming rights. Along with live streaming of matches it also developed an app that was used in conjunction with the Nine Network to deliver “viewers verdicts” on umpiring decisions during matches. Read more »

Thrive named winner of Optus PR pitch

OptusOptus has appointed Thrive PR and Communications to manage PR and influencer activity following a competitive pitch process.

Thrive beat out incumbent agency Fuel Communications for the account which went up for pitch as part of the telco’s review of its entire agency roster. Fuel finishes up work at the end of the month.

Melissa Favero, director of corporate communications for Optus, said in a statement: “Thrive stood out throughout the pitch process for the team’s creativity, ability to execute intelligent and far-reaching campaigns, and strong media relationships. Read more »

Optus’ Ricky Gervais Netflix films shortlisted in three categories as the finalists for the 2015 BEfest Awards are revealed

BEfest awards logo 2015Optus’ series of ads starring Ricky Gervais to launch its Netflix promotion leads the way in the shortlist for the BEfest Awards 2015.

The collaboration between Emotive, M&C Saatchi, Starcom, Amobee, Fuel Communications & HSI London is shortlisted in three categories including Best Branded Entertainment (Fiction) and Best Branded Content Campaign.

The Room 317 short film by Tongue’s Jonathan Pease with Candid Projects, The Juicy Club & Rumble Studios for Swarovski, Chupa Chups and QT Sydney is also shortlised in three categories, while Tongue is also shortlisted in for an entry with R/GA for Telstra’s Big Selfie Stick.

Overall twelve awards are up for grabs, with Best Content Strategy and Best Use of Film Craft among the new categories.   Read more »

Pitch Watch: Optus/Virgin Mobile; PVH Brands; RMIT; Australian Pork; Mediapalooza

Mumbrella casts an eye over the major media, creative and public relations pitches at play in market. 

In this wrap up the latest on: Virgin Mobile/Optus latest, Federal Government (pitch finalised), PVH (new pitch), RMIT (new pitch), Australian Pork (retained), Canon (confirmed account move),  and ‘mediapalooza’ looks to be finalising its last couple of pitches. 

PVH Brands pitches – media 

Clothing brand PVH Brands Australia, which represents major clothing brands such as Calvin Klein, Tommy Hilfiger and Van Heusen, is pitching its media, Mumbrella can reveal. PVH Read more »

Ricky Gervais parts with artistic integrity in Australia for Optus’ ad to sell new iPhones

Comedian Ricky Gervais admits he’s prepared to undermine his artistic integrity in Australia, as Optus looks to capitalise on the release of the new iPhone today.

The two new spots, created by content marketing agency Emotive, follow the same format as the telco’s successful Netflix launch ads from earlier this year, with the creator of The Office speaking directly to camera in an anti-ad format.

In the first spot the Office creator reveals Optus called again asking him to do another advert, adding “what about people thinking I’ve undermined my artistic integrity? They said ‘it’s for Australia’, I said, ‘Yeah, alright'”.

Read more »

Melissa Hopkins to head up M&C Saatchi’s Optus business following departure of Chiquita King

Melissa Hopkins

Melissa Hopkins

M&C Saatchi has appointed the former UK-based Vodafone global head of brand marcomms, Melissa Hopkins, to work across the agency’s Optus business following the departure of the former client lead midway through a pitch process.

Hopkins, an Australian, will return to Sydney after more than three years at Vodafone UK where she had responsibility for the brand across 23 global markets.

She departed the telco in 2014 and set up her own own management consultancy business, Brand Collective, which catered for international start-ups and businesses requiring transformation.

Hopkins replaces King at M&C Saatchi who has left to head up DDB’s Telstra business.

Read more »

Optus spruiks family data pool service with The Voice Kids contestant Robbie Anderson

Optus has tapped outspoken The Voice Kids star Robbie Anderson for a new campaign spruiking its family data pool product, created by Starcom.

The two 15-second TVCs star Scotland-born Anderson, 14, who was a popular contestant on the 2014 season of The Voice Kids Australia spruiking the benefits of the product direct to camera.

Read more »

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