Optus pitches direct marketing putting M&C Saatchi group on alert
Optus has put its direct marketing account up for pitch, Mumbrella understands.
A number of agencies, including incumbent M&C Saatchi which is understood to have its Lida unit vying for the account, are understood to be interested in it.
Lida, which is part of the M&C Saatchi group, opened in Australia in June, with M&C folding its existing digital, data and direct business, Mark, into the new company.
A spokesperson for Optus said: “Our customers are at the heart of everything we do, so we have big plans to do more and invest more in order to give them the best experience in Australia. To help us do this we are looking to add additional bench strength to our agency collective by inviting a new partner with a passion for customer marketing.
“M&C Saatchi remains our lead partner and Lida has been invited to be part of this process. We are excited to see a new level of thinking to take our brand to new heights in customer marketing.”
M&C Saatchi have handled the wider creative account for the telco since being appointed in 2003 and successfully retaining the account following a lengthy pitch in March 2012, the agency were behind the ‘Yes’ re-branding and have been working on the current Josh Thomas fronted campaign.
The decision follows the news of Optus’ head of marketing and brand Nathan Rosenburg’s departure. It is understood he was set to leave the company this month.
The news follows rival telco Vodafone putting its creative account out to pitch in June, with incumbent Ogilvy bowing out of the process.
M&C Saatchi has picked up a few new accounts in the last six months, including NRMA Insurance, Wotif, Cricket Australia and Lexus.
Miranda Ward
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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Here’s wishing M&C well.They have done an amazing job recently on Optus.
Evidence lies in the shambolic ,agency hopping Vodafone whose work is totally and utterly forgettable not to mention Telstra’s message merging design co wallpaper .Be careful what you wish for folks.
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M&C have done an amazing job for Optus. Optus are lucky to have them.
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Agree with the comments above. Telstra has gone backwards in a spectacular way. At one point it had a fresh look and solid advertising – the retail tv spots were excellent. Vodafone is commonly referred as the red plague. Its marketing hasn’t been great since 2005! It simply needs to stop switching agencies and respecting them.
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