Optus confirms PR agency arrangements under review with Fuel Communications on alert

Optus logoAustralia’s second largest telco Optus is reviewing its PR account putting incumbent Fuel Communications on alert, Mumbrella can reveal.

The review is part of the telco’s wider agency review which has seen a field of media and creative agencies line up for what is shaping up to be one of the most fiercely contested pitches of 2015.

It is unclear if Fuel Communications is participating in the pitch process.  Read more »

Optus opts for stunts in ad aimed at selling its new mobile data rollover offering

Optus has used a series of social media sourced stunt clips in a new ad aimed at promoting the telco’s data rollover offering.

The 15 second ad, produced by Starcom, features people and animals performing a variety of flips and rolls.
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Former News Corp marketer Corin Dimopoulos takes senior brand and comms role at Optus

Screen Shot 2015-07-23 at 2.11.17 PMFormer News Corp and 21st Century Fox marketer Corin Dimopoulos has been appointed head of brand and communications at Optus, in a role that replaces that vacated by Nathan Rosenberg last year.

He will report to Vicki Brady who was named managing director of marketing and product earlier this year.

The department underwent a restructure following Rosenberg’s relocation to the US for a position with Virgin, with Dimopoulos taking the brand element of his Optus role.

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Optus’ location services fail

Targeted advertising is the holy grail for many in ad land today. It’s all about talking to the right people in the right location.

But commuters at some Sydney rail stations have been left wondering why telco Optus said ‘Yes!’ to sticking ads targeted at the wrong suburbs up at some railway stations.

Like the good folk of Burwood who had an ad targeted at people from nearby Croydon put up at their train station.

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Telstra, Vodafone eye closer Netflix partnership as three-month Optus deal comes to an end

netflix_australia-234x107-234x107Vodafone and Telstra have both hinted at intentions to forge closer ties with Netflix after the US streaming giant’s “exclusive” three-month deal with Optus came to an end.

The telcos today refused to confirm whether talks have taken place with Netflix, following the conclusion of the Optus partnership, but stressed they are keen to provide the widest and “best” in premium entertainment.

Both will view a partnership with Netflix as a key element of their content offering given the popularity of the service since it launched locally in March.

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Comedienne Claire Hooper promotes Optus’ home entertainment bundle in two-minute ad

Optus has recruited comedienne Claire Hooper to spruik its broadband packages in a two minute direct sales ad.

The two-minute long ad, created by M&C Saatchi, sees Hooper – best known for her role the 2008 revival of Good News Week on Ten – presenting a magic show complete with canned laughter to illustrate Optus’ home entertainment bundle.

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M&C Saatchi picks up more awards for Optus’s Clever Buoy campaign

M&C Saatchi Sydney has nabbed another Gold Lion and Silver Lion for Optus’ Clever Buoy after taking home a Gold Lion for the same campaign in the Mobile category earlier this week.

In awards presentations held in Cannes overnight, the agency picked up the gongs in the Cyber category, with Emotive Sydney also taking home a Bronze Lion for Optus’ Let’s Make an Anti-ad with Ricky Gervais. Read more »

M&C Saatchi’s Clever Buoy campaign for Optus picks up Gold Lion in Cannes

M&C Saatchi Sydney was the only Australian agency to take home a Cannes Gold Lion last night. In other categories, Australia won one Silver Lion and 13 Bronze Lions in the awards presentations.

Optus’s ‘Clever Buoy’ campaign saw M&C Saatchi win the award in the mobile category, while in the same category GPY&R Melbourne picked up a bronze Lion for its Oakley Pro Vision work with Whybin\TBWA Sydney taking home a bronze Lion for its NZ Dronie work for Tourism NZ.

In the Cannes Promo and Activation category, GPY&R Brisbane won a Silver Lion for its Melanoma Likes Me campaign for Melanoma Patients as well as taking home a Bronze Lion for the same campaign. Read more »

Field of media and creatives agencies line up for a place on the $49m Optus pitch

Optus logoMedia and creative agencies are eagerly positioning to compete for the Optus media and creative accounts in what is shaping up to be one of the most fiercely contested pitches of 2015.

Last week Mumbrella revealed Australia’s second largest telco was reviewing its full agency roster as it readies for a closed tender for media and creative in the coming months, putting the likes of M&C Saatchi and Starcom on alert.

Incumbent media agency Starcom is tipped to faceoff against at least three contenders, with a plethora of creative agencies thought to be also vying for the high profile business. Read more »

Optus reviewing creative and media agency roster ahead of closed pitch on $49m account

Screen Shot 2015-06-05 at 12.26.24 pmAustralia’s second largest telco Optus is reviewing its full agency roster as it readies for a closed tender for media and creative in the coming months, Mumbrella can reveal.

The move puts agencies including M&C Saatchi and Starcom on alert and is understood to stem from Optus’ parent company Singtel’s contractual set-up requiring it to run the rule over its agency arrangements every three years.

It also comes just two months after Vicki Brady was appointed chief marketer at Optus following the departure of Nathan Rosenberg last year. Starcom was appointed in March 2012 while M&C Saatchi retained its place on the creative roster at the same time. Read more »

Siege-A quick-fire raps for Optus to promote cable-internet speeds

Optus is pushing the NBN-like speed of its cable-internet products in an online campaign featuring rapper Siege-A spruiking how fast it is and how consumers can use the product.

Created by creative agency Edge, the campaign ran online across the telco’s YouTube and social media pages.

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#MumboReview: Paul Swann and Richard Bradley on Ford, Optus, Telstra and Anzac Day ads

Bradley

Bradley

Swann

Swann

The Works creative partner Paul Swann and Jack Morton executive creative director Richard Bradley joined Mumbrella this afternoon and discussed the latest crop of ads and issues affecting adland.

Today’s review included the Bible Society’s Anzac Day campaign, work from Optus and Telstra which uses similar ideas and Ford’s aggressive push against Toyota.

The pair will addressed  the sensitivities around marketers tapping into events like Anzac Day and discussed the latest issues facing the industry. Read more »

Optus names customer head Vicki Brady as managing director of marketing and product

Optus logoOptus has undergone a management restructure in a move that has seen its customer head Vicki Brady appointed chief marketer.

Brady will take the role of managing director, marketing and product, an appointment which comes several months after the departure of previous marketing chief Nathan Rosenberg.

She will be responsible for products and services as well as brand marketing to “unite everything from product development to go-to-market execution”, the telco said.

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Optus highlights online possibilities of its broadband product in new ad from M&C Saatchi

The latest ad from Optus sees a family home take off and orbit the earth visiting a range of different events and locations, all in an effort to highlight the way its unlimited broadband offering connects users with the latest sport, entertainment and information.

The ad, created by M&C Saatchi, sees members of a family enjoying what the internet has to offer as though their house is orbiting around the world, with the house representing the broadband connection that connects the family to entertainment, sport, information and games.

Featuring special effects by ALT VFX, the ad is set against a score created by Sydney-based composer Elliot Wheeler and ends with the tagline ‘Yes to doing more of what you want, Yes to Optus unlimited home broadband’.

Karen Phipson, director of active consideration at Optus, said: “The Live Unlimited TVC was a real passion project for the Optus team. The brief was to bring to life the limitless possibilities of Optus broadband. We wanted to elevate ‘unlimited’ and tap into the feeling and joy it brings and the places it can take you.” Read more »

Josh Thomas is back for Optus, promoting telco’s 4G Plus Network while skydiving

Optus brand ambassador Josh Thomas is back and this time he’s sky-diving while he promotes the telco’s 4G Plus network.

Created by M&C Saatchi, it’s the first spot featuring the comedian this year and follows on from several appearances in a variety of ads last year, including the telco’s Christmas ad.

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Optus recruits Ricky Gervais for Netflix push as company tells people ‘Get watching’

Optus has recruited British comedian Ricky Gervais to promote its Netflix partnership – with the actor scripting a fronting the new ads spruiking its unmetered streaming of the service.

They have been created by APN News and Media’s new content marketing arm Emotive in collaboration with M&C Saatchi and Fuel Communications, and show the actor and comedian doing two monologues to camera, with one boasting how much he was being paid to do it and how little effort he was willing to put in.

It comes as Netflix overnight launched a new teaser ad on its own social channels created by We Are Social which showcases some of its properties and ends with the tagline “Get Watching”.

Karen Phipson, director of active consideration at Optus, said: “There is no more appropriate talent in the world than Ricky Gervais to promote our partnership with Netflix.
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Optus to offer free six month subscriptions to Netflix as streaming war heats up

Screen Shot 2015-03-11 at 9.46.03 amAs the streaming and telco wars heat up Optus has fired a major salvo at its rivals, announcing it will give new and existing customers a free six-month subscription to global streaming service Netflix with bundles of mobile or fixed-line internet packages.

The deal comes just weeks ahead of the formal launch of Netflix in Australia, with the global streaming giant confirming it will provide a dedicated Australian offering from March 24.

Allen Lew, Optus CEO said in a statement: “With our subscription offer, we’re giving customers all the entertainment they need in the one place, and the freedom to watch what they want, when they want it.” Read more »

Optus appoints The Works to direct marketing account moving it from M&C Saatchi agency

Optus logoOptus has appointed The Works to handle its direct marketing account after putting it out to pitch in September, moving the business from lead creative agency M&C Saatchi’s Lida division.

Kevin Macmillan, creative partner at The Works said: “Optus are ambitious and smart. This is a brilliant opportunity for us and one we know will bring out the best in The Works.

“We will be exploring every opportunity to create different innovative ways of communicating, because staying relevant to customers and getting the content mix and timing right is crucial. We’ve invested in some strategic initiatives recently which have provided us with some really useful tools – and we plan to put them to use for Optus.”

For The Works the win follows the agency picking up the creative account for online real estate brand Domain in August.

Optus head of brand and communications Sue Bailey said: “We are excited to be working alongside a partner with strong strategic thinking and a creative approach that will help Optus drive customer engagement, advocacy and business results.”

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