Optus’ former head of marketing Michael Smith has been handed an extended remit to oversee global advertising at parent company SingTel, Mumbrella understands.
The head of global advertising at the telco Grant Watts has left the company as part of a shake-up of the digital marketing department, after just 16-months in the role which he was given when SingTel acquired mobile marketing firm Amobee.
Australian Watts was Amobee’s SVP and managing director at the time of the acquisition in September 2012. Also leaving SingTel are Lydia Ng and Leya Teo from the digital marketing team and Lovey Chin, who was brand director, Mumbrella understands. Read more »
In the lead up to Halloween, Optus has been running a Halloween-themed campaign promoting its ‘My Plan’ mobile plans.
The campaign, managed by M&C Saatchi, Fuel Communications and Starcom, ran across radio, print, social media and online with a supporting PR campaign.
Short videos are being shared across Twitter and Facebook with the description ”WARNING! Just like bill shock and spooky excess fees, this video will scare you!”
The videos are also running today only on YouTube, Boom seeding network and mobile Facebook paid ads.
Nathan Rosenberg, head of brand at Optus said: “Optus believes no one should receive a scary bill so Halloween is the perfect time to warn consumers to watch out and make sure the others don’t trick you with spooky excess fees.”
Optus has told customers that it will shut down its mobile TV app from October 28 due to a lack of customer demand.
A spokeswoman for Optus confirmed the closure and said the decision was taken because of a lack of customers signing up for the product. “On 28 October 2013, Optus will be shutting down the Optus Mobile TV app for commercial reasons,” the spokeswoman told Mumbrella’s sister title Encore. Read more »
An extensive campaign for Optus My Plan has been launched by M&C Saatchi in Sydney following last month’s overhaul of the brand.
The new logo, new look and new mascot unveiled in the ‘Declaration of Yes’ rebrand by M&C Saatchi’s brand consultancy Re, are the substance of the new multi-channel campaign for Optus My Plan, which claims to be the first mobile plan designed to help customers minimise excess fees.
In a 30 second TV commercial the new ‘helpful and endearing’ yellow Optus character explains the Optus My Plan changes in charges for customers who use extra data or calls, ‘flexing’, charging in minutes rather than dollar values, and providing unlimited standard national SMS and MMS every month.
Public relations agency Fuel Communications has won the account for Optus’s consumer and small to medium business accounts.
Leading independent, award winning PR agency, Fuel Communications has kicked-off 2013 with strong growth following its appointment as Optus’ consumer and SMB public relations agency and the addition of four new consultants to its team.
After a competitive pitch process, Fuel is now working with the Optus Corporate Affairs team to develop a consumer PR strategy that supports key business initiatives, with a focus on consumer lifestyle, national, metro and regional media. Fuel will also work across Optus’ sponsorship properties and major integrated campaigns.
A separate competitive pitch for Optus’ SMB portfolio was won by Fuel last week and will see Fuel roll out a 12 month program to position Optus SMB as a trusted advisor to small businesses.
Fuel is not new to the Optus business, having handled its regional communications program since 2011. In addition to a number of corporate projects, Fuel helped Optus launch its 4G network in September 2012. The “The Optus Fast Four” campaign brought together four of the world’s fastest record holders to build consumer awareness of the new network offering.
Managing Director of Fuel Communications, Mandy Galmes said, “Our strategy is to grow the business with clients who value our strong insight, creative thinking and no nonsense approach. And, importantly, we want to partner with brands that provide innovative and challenging work for our team.
“The Optus win is extremely exciting. As one of Australia’s leading brands, there is an enormous amount of scope for PR campaigns that centre on brand engagement. We look forward to working with Optus as it transforms into a customer centric business and challenges the traditional perception of telcos in this market,” Galmes said.
The Optus win caps off a strong new business streak for Fuel with several wins in both the consumer and B2B spaces. Most recently it won the Mi9 account which sees it supporting the company’s 80+ sites such as ninemsn, Nine News, Wide World of Sports, The FIX, The Australian Women’s Weekly, Grazia and Woman’s Day – to name a few.
To support its growth, Fuel has recruited four new consultants this year and is currently on the lookout for an ambitious, tenacious Account Manager with strong media relations experience as well as digital capabilities.
Source: Fuel Communications press release
The changes sees Optus move its mobile and services development functions away from marketing to its customer division.
Optus is also creating a dedicated brand and marketing communication group which will report to consumer CEO Kevin Russell. Read more »
Optus has kicked off an ad campaign to promote its new 4G network.
Created by M&C Saatchi ,the campaign follows the brand’s ‘Its Possible’ positioning, unveiled last April.
Comprising of print, online and outdoor executions, the ads feature different characters being blown away by the power of a glowing yellow cube with tagline ‘Brace Yourself’.
Optus has launched a campaign to promote a new range of post-paid mobile plans around unlimited mobile voice calls and SMS.
The TVC is the third instalment of the telco’s “It’s Possible” positioning, unveiled in April with agency M&C Saatchi.
The spot features the return of the yellow cubes, used in previous campaigns to represent the network of family and friends.
The ad features a digitised blonde woman holding a yellow cube – a symbol that denotes the Optus network.
An animal doesn’t feature in the ad until the closing frame, when a bear makes deliveries of the yellow Optus cubes.
The visual effects were by Fuel VFX, the ad created by M&C Saatchi.
Anthony Shiner, Optus director of fixed, said in a press release: Read more »
Former Optus marketer Kerry Morrison has launched a legal action against the company alleging she suffered bullying within a “dysfucntional culture”, the Sydney Morning Herald reports.
Morrison was head of digital marketing, sales and service. Before that she spent a stint as marketing director at group buying site Cudo and prior to that was GM of marketing communications at Vodafone. Read more »
A digitised woman wearing only a petticoat, wandering through dark city streets searching for her lover, is the centre piece for a new brand campaign for Optus.
The idea behind the ad is that Optus brings people closer through its technology.
Though human beings dominate the ad, the telco has not turned its back on animals. A fish, an octopus, a dog, a kangaroo and a rhino make an appearance in the ad.
The yellow cube in the ad represents the Optus network, which transports the girl from Shanghai to her lover in Canowindra, New South Wales.
The agency behind the campaign was M&C Saatchi, which retained the business after a marathon 10-month review in March.
Optus retains M&C Saatchi, dumps MPG; MPG boss: ‘No question of the MPG brand stopping its operations in Australia’
However, the pitch, which lasted ten months and cost agencies an estimated 8,000 man hours, will not mean the end of the MPG brand in Australia, a Havas spokesperson has told Mumbrella.
MPG, whose staff and clients resourced the re-launch of Aegis Media agency Vizeum in January, is 80% owned by Aegis and 20% by Havas, the French communications group that fully owns the MPG brand in other markets.
Havas Media’s Asia Pacific CEO Vishnu Mohan told Mumbrella: “There is absolutely no question of the MPG brand stopping its operations in Australia. We are a global network with a presence in 122 markets through the brands that we have across mainstream media, digital, mobile and sports & entertainment.” Read more »
A trailer for a one-hour drama has won the One80 Project for 2012.
Deadbeat Dads, directed by Ben Mathews, co-written and co-produced by Kent Pearson and Shelley McLaren, swept the competition, winning all three major awards; Judges’ Choice, the Public Vote and Best Student Entry last night at Moonlight Cinema.
The Sydney Gay and Lesbian Mardi Gras has assigned Optus to be the official digital rights partner to produce video programming of the parade, behind the scenes and festival highlights for mardigrastv.org.au. The concept and partnership was devised by independent brand entertainment company mixitup.
Kerry Stokes appears to have shelved his ambitions as a wireless telco, with his Seven Group Holdings today announcing that it has agreed to sell Vividwireless Group to Optus for $230m. Read more »
In this analysis first published on The Conversation, RMIT’s Marita Shelly examines the implications of Telstra’s defeat over the online rights to the AFL broadcast deal
This week’s Federal Court ruling that Optus customers are able to view sporting matches minutes after they are streamed live without breaching copyright is a landmark decision that alters our understanding of copyright law, and has significant implications for the AFL’s broadcasting rights deal. Read more »
The top 10 finalists for the short film competition, the Optus One80 Project, run in association with by Optus and MTV, were announced last night.
Entrants were asked to submit a 180 second pilot and a treatment. The winner will receive $180,000 to turn the pilot into a one hour drama.
The hundreds of entries were whittled down to the ten finalists by MTV and Optus representatives.
Optus has joined forces with Fetch TV to launch a digital TV service. Called Optus MeTV, the service will cost $9.95 per month over two years.