Optus halves creative roster

Lindsay Bennett
By Lindsay Bennett | 19 March 2018
Cuba Gooding Jr for Optus

Optus has moved its roster from eight agencies to four with Emotive, Big Red and M&C Saatchi's Re retaining the account and 72andSunny added to the roster.

The Works and M&C Saatchi, via its Sports and Entertainment agency, are now only working with the brand on "bespoke projects".

We Are Social, Octogan, With Collective and AKQA - the agencies named in Optus' 2016 roster reveal - are no longer working with Optus.

It comes as no surprise to the industry, with uncertainty hovering over the entire Optus account for the last six months.

At the time the logic behind such a complex arrangement of agencies was questioned and since then it has been labelled a “shit fight”, “problematic” and a “terrible decision” by many in the industry who are familiar with Optus and the workings of larger rosters. 

Read more: Why the Optus roster unravelled

The roster consolidation follows the formation of Optus' in-house agency, Yes Agency.

Yes Agency produces all digital content for the brand currently and more of the creative capabilities are expected to be taken in-house as Optus works at creating a “new agency model”.

Optus director of marketing communications Mel Hopkins says the agency restructure is the "right step" to take to shake up the telco space.

“We want to thank both current and past partners for their effort and smarts in helping build our brand. As a business, Optus is transforming from the current prolonged agency pitch process and how we approach creativity in general," she says.

Optus' media agency, UM, is not impacted.

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