Optus media pitch looks set to stall as telco’s top marketer Vicki Brady defects to Telstra
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.
Her departure comes just two weeks after Telstra announced it had poached Optus’ vice president of retail, Michelle Gara, as executive director of Telstra Media.
Telstra CEO Andy Penn said in a statement: “Vicki brings a wealth of experience in the Australian telecommunications sector and will make a significant contribution to realising our world class customer service ambitions.
“We have sought the best talent possible for this important role regardless of company or sector.”
She will start the role at a yet to be determined date in 2016, with Optus anticipated to enforce a non-compete period.
Interim marketing boss Ben White
In a statement Optus said Brady had resigned on Friday to “pursue other opportunities” with Ben White, vice president of product and device, stepping in to fill the role.
“An internal and external search is now underway to replace the vacancy left by Vicki’s departure,” added the spokesperson in a statement.
Brady took on the top marketing role as part of a restructure at the telco in April. Her predecessor Nathan Rosenberg departed in mid-2014 with Sue Bailey, now head of a project to improve customer processes, filling in.
Optus is tipped to introduce several new agencies to an expanded marketing roster as it looks to bolster its marketing capabilities and diversify from its traditional TV-led approach. It started the pitch process in June with an announcement on the roster expected as early as next week, with agencies understood to be finalising contracts at the moment.
The telco is also looking to build out an expanded media division after snatching the English Premier League rights from Fox Sports from next year.
Alex Hayes
Yay! even more drawn out process..
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“Brady, who has been with the telco and parent company Singtel since 1997”
What is happening over there?
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A massive loss for Optus and a clear vote of confidence in Telstra. Optus haven’t been TV-led for about two years, but the agency shake-up will hopefully be interesting. Eventually.
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Here we go again.
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Singtel Optus’ history of agency pitching is cynical and farcical. They waste thousands of hours of agency time, put jobs and livelihoods at stake with no consideration for the people involved
Unless I’m mistaken, the Virgin Mobile (also owned by Singtel/Optus) pitch is also still ongoing, half a year or so after it started.
The agencies involved need to show some backbone and push back and the industry should take a stand
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Good luck @ Telstra – she will have her work cut out for her over there!!
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A horse, a horse! My kingdom for a horse!
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