Optus appoints The Works to direct marketing account moving it from M&C Saatchi agency
Optus 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.”
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.”
The Works clients include Sunbeam, Energy Australia and Woolworths Everyday Rewards.
In December the telco awarded its Business account to OgilvyOne after pitching it in November. A similar shortlist of agencies, including M&C Saatchi’s Lida, Naked, The Works, Archibald Williams and OgilvyOne, are understood to have pitched for both accounts.
In November, Optus handed interim marketing duties to head of fixed product Sue Bailey while a permanent successor is found for Nathan Rosenberg.
M&C Saatchi is the telco’s lead creative agency.
Miranda Ward
Linkedin
Big loss for M&C. Possibly the first time in M&C history it hasn’t had the full deck on Optus. Not to mention a huge blow to the highly touted Lida.
When you start losing the direct & digital components, you know your TV dominated thinking is holding you back.
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The Swann Effect
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Wasn’t LIDA touted as a “powerhouse” last year by M&C? Maybe the engine sprang a leak.
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