EXCLUSIVE: IdeaWorks has lost the last of its remaining Optus business with M&C Saatchi the beneficiary, AdNews understands. The Y&R-owned firm had been contracted to undertake strategic retail activations and had looked after in-store collateral for the firm.
Optus confirmed that the agreement between the two ends in June and would not be renewed. A spokesperson could not confirm the value of the account.
M&C has now boosted its responsibilities on the Optus account, and is now responsible for all brand marketing and communications including consumer and small to medium business strategy, retail and direct marketing. It also handles digital communications, marketing and social media. Optus' website and e-commerce elements are looked after by DTDigital.
M&C successfully retained the account after a drawn out pitch process in 2011/12. IdeaWorks had participated in the pitch as part of a Y&R joint task force (which also included George Patterson Y&R and Wunderman).The firm was not immediately available for comment.
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