Australia’s second largest telco Optus is reviewing its full agency roster as it readies for a closed tender for media and creative in the coming months, Mumbrella can reveal.
The move puts agencies including M&C Saatchi and Starcom on alert and is understood to stem from Optus’ parent company Singtel’s contractual set-up requiring it to run the rule over its agency arrangements every three years.
It also comes just two months after Vicki Brady was appointed chief marketer at Optus following the departure of Nathan Rosenberg last year. Starcom was appointed in March 2012 while M&C Saatchi retained its place on the creative roster at the same time.
An Optus spokesperson told Mumbrella: “We have commenced a review of our agency roster and will be conducting closed agency tenders over the next few months.”
At this stage it is unclear which agencies will be invited to be involved in what is likely to be one of the biggest pitches of 2015.
The telco reviewed its direct and business accounts late last year with The Works and Ogilvy joining the roster.
According to industry guide The Source the full roster for Optus includes: Starcom, M&C Saatchi, The Works, Momentum Worldwide, OgilvyOne, Fuel Communications, Chook, Quantium, DT and Authentic Entertainment.
“Optus has governance requirements for all our agency partners. As part of this, we regularly review our agency roster to ensure we have the right capabilities and contracts in place,” the spokesman added.
According to Nielsen Optus has a $49m main media spend.
M&C Saatchi has also repositioned the brand in recent years around the ‘Yes’ proposition, hiring comedian Josh Thomas as the face of the brand.
Nic Christensen and Miranda Ward