Optus signs with Stan to offer bundle deal

Optus has signed a deal offering three months free Stan.

The announcement:  Read more »

Optus teams up with Uber to deliver umpires for backyard cricket matches on Australia Day

Optus is the latest brand to tap into the latent marketing potential of Uber, and is set to send dozens of umpires out to keep the peace at backyard cricket matches on Australia Day.

The two brands are promoting the push with a video featuring legendary umpire Billy Bowden promoting the official ‘backyard cricket rules’.

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AKQA to service Optus account from the US

AKQA-Logo.svg-1Digital ad agency AKQA is not setting up an Australian office despite winning a spot on an expanded Optus roster.

While it is understood the WPP-owned agency has been looking at opportunities in Australia for some time, it has confirmed to Mumbrella it will use its San Francisco office for work for the telco. Read more »

The lessons for community moderators from how Optus’ Dan responded to racist comments

Optus’ Facebook community manager ‘Dan’ has garnered national headlines for politely schooling racists angry about the telco’s multilingual signage with the incident proving the importance for brands to respond to negative comments on social media.

Optus was inundated with a barrage of complaints on its Facebook page in response the telco’s Arabic signage in Casula Mall – which were pulled by Optus after threats were made to staff – to which its social media team member ‘Dan’ responded to with class, respect and, most importantly by not giving an inch to the angry commenters.Dan Optus
Julie Delaforce, general manager of Quiip, a company that offers 24/7 community manager and moderation, told Mumbrella the Optus case proves the importance for big brands to reply to interactions from customers on social media. Read more »

Optus’ new roster: Why these agencies? Where are the brands headed? What does it mean for a new CMO? The impact for Telstra

Yesterday afternoon saw Optus reveal one of the biggest agency reshuffles in recent memory.

Two agencies have lost their biggest client. Others face a battle for every piece of work. And the winners are now gearing up for hiring sprees.

The make-up of the roster, which also covers sister brand Virgin Mobile, sends significant signals about the future direction of marketing in the country – and Optus’s ambitions as a media owner in its own right.

optus yes

In this special report, Mumbrella’s editorial team – Tim Burrowes, Simon Canning, Nic Christensen, Alex Hayes, Suzan Ryan and Miranda Ward – analyse the key issues raised across the fields of advertising, media, PR and marketing. Read more »

How the Melbourne Stars landed Optus as its major sponsor in under 24 hours

The Melbourne Stars may have set a new record, in turning a suddenly empty prime piece of sponsorship real estate into a long term partnership in just 24 hours, following the collapse of its Dick Smith deal this week writes Simon Canning. 

With four games left in the 2015-16 Big Bash League season, the Stars seemed almost certain to have been left with a gaping hole on the front of their uniforms and an even more troubling hole in their accounts, after the shock move into receivership by the electronics brand. Read more »

Big Red the big surprise in Singtel shake-up of Optus and Virgin Mobile rosters


Optus and Virgin Mobile have finalised their creative, PR and media pitches with Big Red the surprise appointment to the Optus account.

UM will take over media buying for both of the Singtel brands, with M&C Saatchi retaining a place on the creative roster. Whybin\TBWA will take the Virgin Mobile account while independent agency With Collective has won a spot on both rosters alongside content agency Emotive.

Optus is moving to a broader creative roster with the other agencies on the books being Big Red, The Works, Emotive, RE and UK-based AKQA. Read more »

Optus to part ways with media agency Starcom, UM set to take over $50m account

OptusOptus has appointed UM as its media agency, Mumbrella understands.

The move sees the major telco part ways with Starcom on the Optus and Virgin media accounts, worth some $50m.

Starcom announced it had parted ways with Optus this afternoon with the telco expected to make an announcement later this afternoon.  Read more »

Optus jumps in with 2.5 year sponsorship deal with Melbourne Stars amid Dick Smith collapse

Melbourne StarsBarely 24 hours after the Melbourne Stars’ Big Bash cricket team was left without a main sponsor in the wake of the collapse of retailer Dick Smith, Optus has rushed to the rescue, signing a 2.5 year deal to back the team.

In what may be one of the most extraordinary turnarounds in Australian sponsorship history, Optus moved quickly to capitalise on the sudden vacancy, making sure it was a long-term deal.

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Optus media pitch looks set to stall as telco’s top marketer Vicki Brady defects to Telstra

Departed: Brady

Departed: Brady

Optus has lost its marketing boss Vicky Brady to rivals Telstra with the telco in the final throes of deciding its marketing roster, Mumbrella can reveal.

Brady, who has been with the telco and parent company Singtel since 1997, took the role of managing director marketing and product in April. She is set to take the role of group managing director of consumer for Telstra retail.

It is thought her departure may stall the media agency side of a six-month pitch, which is a shoot-out between UM and incumbent Starcom, as she was one of the key decision makers. Read more »

Telstra appoints Optus’ Michelle Gara as executive director of Telstra Media

Garra: joining Telstra from Optus

Garra: joining Telstra from Optus

Australia’s biggest telco has hired Optus executive Michele Garra to the role of executive director of Telstra Media.

The move comes in the wake of a major restructure by Joe Pollard, group managing director, media & marketing at Telstra, within the telco’s media business, which saw director of digital media and content Adam Good, IPTV boss Eric Kearley and Telstra TV MD Ian Davis all depart the business.

Garra is moving across from Optus where she has been vice president retail for nearly two years and has previously held senior positions as Virgin Australia, Microsoft and Sony Pictures.  Read more »

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.
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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 »

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