Optus is reviewing creative agency arrangements two years after appointing a massive roster of agencies to work across different elements of the brain.
It comes after the agency worked with M&C Saatchi’s RE to form Yes Agency, a bespoke, in-house set up.
Optus has confirmed its working with 72andSunny on a "number of projects", which AdNews understands could include the EPL.
Earlier this week Optus denied there was a review under way but a statement from the telco today says: “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.”
AdNews broke the news Optus was turning towards an in-house set up in November last year. This move impacted We Are Social, who are no longer on the Optus roster.
At the time, RE founder and CEO Patrick Guerrera told AdNews it would “blow traditional models out of the water”.
He added that the in-house arrangement would not replace a roster of agencies, but would be more agile.
“It’s a new way of thinking but it’s not fully formed yet.
“Optus will continue to have a significant agency roster but with Yes Agency there will be more opportunities for quick, tactical content. We hope to be incredibly agile in comparison to the traditional agency model.”
It also reviewed its digital customer communications roster in October last year as part of a statutory requirement from owner SingTel.
A number of agencies have confirmed to AdNews they are involved in the activity. It's not clear if all incumbent agencies for the pitch list are part of the process.
In January 2016 Optus appointed UM to handle its $40 million media account, at the same time as naming Big Red, M&C Saatchi, The Works, Emotive, With Collective and AKQA as its rostered agencies.
With Collective resigned from the account in 2017 to work on Foxtel.
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