Optus reviews creative roster

Optus is currently in the middle of reviewing its creative agency roster, adding 72andSunny, Mumbrella understands.

A spokesperson from Optus told Mumbrella: “Optus is changing our approach with how we work with creative partners.

“We are undertaking an agency review of customer communications and digital performance, as we look to optimise our relationships and drive more efficiencies and effectiveness.

“Part of our approach is the development of Yes Agency – a new Optus initiative that is breaking norms in Australia.”

Optus confirmed it is working with 72andSunny on a range of projects.

In June 2015 the telecommunications company reviewed both its media, PR and creative accounts which at the time were held by M&C Saatchi and Starcom.

The telco later appointed Big Red, M&C Saatchi, The Works, Emotive, With Collective and AKQA to its retail, digital, social and creative accounts in what was, at the time, one of the biggest agency roster shakeups.

In November last year With Collective resigned the Optus account for a spot on Foxtel’s roster.

Meanwhile, that same month, Optus rolled out its own in-house creative agency, Yes Agency.

At the time of launching Yes Agency, a spokesperson told Mumbrella: “Yes Agency is a new Optus initiative in collaboration with Re, and we continue to partner with our existing roster of agencies within the village.”

Mumbrella can confirm at least one agency on the current roster has re-pitched for the business.

Mumbrella understands this review does not include Virgin Mobile.

Emotive and The Works declined to comment while AKQA, M&C Saatchi and Big Red had not responded to Mumbrella at the time of publishing.


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