Optus
The Optus media and creative accounts have gone to Accenture Song’s new media unit and its creative arm Droga5.
And Apparent has been appointed specialist B2B creative partner and production incumbent BRX will remain the production partner under an expanded scope.
Felicity Ross, chief corporate affairs & marketing officer at Optus, said the telco is looking to accelerate its ability to execute with impact, efficiently and with a simplified approach.
“Congratulations to our new agency partners and the Optus team who have driven an extremely professional selection process with deep consideration of our ambition, and respect for the expertise of all involved,” said Ross.
Optus pointed to Droga5’s "world-class creativity" together with Accenture Song Media’s "powerful" media capability.
Matt Michael CEO Droga5 ANZ and managing director, marketing, Accenture Song, described the win as an incredible moment.
“... to partner with a team and a business like Optus whose ambitions are so aligned to ours. Optus represents much of our own values – a provocateur, an innovator, a pioneer.”
Optus thanked Emotive, UM and M&C Saatchi’s Yes Agency for their partnership, dedication and the impact over the past decade.
"Naturally, we are disappointed with Optus’ decision after what has been a long and valued partnership,” said Anathea Ruys, CEO UM.
“I am extremely proud of the work UM has delivered over the years and the commitment my team has shown in supporting Optus through some of the most complex and high-profile moments in the brand’s history.
“We wish Optus well in the next chapter of their media journey.”
Cam Luby, head of marketing at Optus, said the telco had chosen partners who truly understand the industry and bring future-fit capabilities to stay ahead, especially in AI, automation, and data-led storytelling.
“With the right blend of creativity and technology across our new agency panel, we’re excited about the opportunities ahead. This new line-up brings together unmatched firepower to help us drive more integrated, effective, and future-ready marketing,” Luby said.
Mel Fein managing director, media, Accenture Song, APAC said Optus is a perfect and truly unique foundational partner.
"One that embodies the spirit of what it means to be a challenger and has the depth of talent across their marketing team to realise that ambition," she said.
“There’s limitless potential for this partnership, with our media proposition underpinned by AI and Optus being a Technology first business ‘’
Optus will add Apparent to the agency roster, for the first time working with a dedicated B2B partner.
Apparent managing director, Suzy Smiley, the agency is proud to partner with a forward-thinking business and keen to blend data-driven strategic thinking with innovative creativity to deliver solutions that drive business growth.
The newly appointed agencies will assume responsibilities from the end of August.
Emotive CEO Simon Joyce said that the partnership with Optus comes to an end after an incredible 10 years.
"It’s rare in this industry to work with a client for a decade, rarer still to say goodbye with this much mutual respect, admiration, and genuine gratitude," Joyce said.
"Optus backed Emotive from almost day one. They didn’t just take a chance on a new agency, they helped build it. Together, we grew the brand, made bold work, navigated highs and lows, and forged relationships I’ll value for life.
"It’s sad to part ways with people we care about. But more than anything, I’m left with a huge sense of gratitude. Optus helped shape Emotive. They’ve been honest, ambitious, empathetic partners through it all. They’ve pushed us, supported us, and stood by us. And in doing so, they’ve helped so many people at Emotive grow both here and beyond.
"That’s what a great client does.
"To the team at Optus, thank you. For the belief, the trust, the laughs and the crazy ride.
"And there have been so many brilliant people along the way, but I wanted to call out Cam Luby, a great leader with a genuine drive to do great work.
"As we move into our next chapter, we do so standing on a 10-year foundation that very few indie agencies get to build. And while change is inevitable, our momentum is irrefutable. We have an incredible team, a clear vision, and huge belief in what’s ahead."
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