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'”.

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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.

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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.

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Pitch Watch: Optus/Virgin Mobile pitch pressos this week; HCF pitches creative; Telstra’s PR pitch; RACQ creative shortlist down to two

OptusIn a new regular section Mumbrella’s Nic Christensen 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: Optus/Virgin Mobile, HCF (new creative pitch), RACQ, Telstra (new PR pitch), Simplot, Speciality Fashion Group, Johnson & Johnson and Mercedes. Read more »

AKQA and Emotive surprise contenders as shortlist for Optus media and creative emerges

Screen Shot 2015-08-05 at 12.42.48 pmThe list of contenders lining up for a slice of Optus’ marketing budgets has emerged, with branded content creators Emotive and digitally-centred creative agency AKQA the wildcard entrants in the process.

As Mumbrella revealed in June the telco has been conducting a review of its creative and media accounts which put a number of agencies on alert.

While the telco is entertaining several agencies on its creative roster it is understood the media pitch is a three-way fight between incumbents Starcom, Havas Media and UM.

On the creative side the inclusion of Emotive and AKQA suggests the telco may look to parcel off pieces of the business, or create a deeper roster of specialists to engage on a project-by-project basis. Read more »

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.

Screen Shot 2015-07-16 at 10.57.14 AM Read more »

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.

Read more »

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





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 »

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