Optus shakes up creative roster with TBWA Sydney joining list of agencies

TBWA Sydney has been added to Optus’ full-time agency roster.

The current creative roster now includes TBWA Sydney, M&C Saatchi Sport and Entertainment, Emotive, Big Red, the M&C Saatchi-owned Re, and Optus’ internal agency Yes Agency.

Optus has announced its updated agency roster

M&C Saatchi was dropped from the full-time roster in March last year, but the telco said at the time that the Sport and Entertainment unit would “continue to work with Optus on bespoke projects”.

Optus has also confirmed to Mumbrella it will be working with creative agency Bear Meets Eagle on Fire on a project basis. Bear Meets Eagle on Fire was co-founded by Micah Walker, who previously spent eight months as the ECD of 72 and Sunny Sydney.

72 and Sunny was made a ‘full-time partner’ on the Optus roster in March 2018. One year later, the entities parted ways. Walker left 72 and Sunny a week before the agency was dropped.

Optus’ media account has remained with UM, which was appointed back in 2016, and the telco has also engaged digital marketing company Amobee.

Mel Hopkins, Optus head of marketing told Mumbrella: “We are very excited to announce to the industry the news of a core team that we have been working with over the past few months on a number of projects or via existing relationships. We believe that we have a unique combination of agency partners that together have forged a strong relationship with each other based on mutual respect.

“The willingness to partner in a new way and format gives me great hope of a change very much required in the Australian agency landscape. I am delighted with the partners we are working with.

“We believe working together on real live briefs, with real budgets, real deadlines and paying real agency fees enables both parties to work openly to determine whether the right dynamic is present to enter into a roster arrangement.”

Over the weekend, Optus launched a new campaign to promote its partnership with Apple Music.

Mumbrella understands that the campaign is the first work for Optus from TBWA Sydney.

In the ad, the word counter of a karaoke machine escapes, and bounces through different scenes of people singing along to The Doobie Brothers’ track ‘Listen to the music’.

In June, Optus reappointed Thrive to its public relations account.


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