Optus adds agency, bids to be 'mobile led entertainment business'

Rosie Baker
By Rosie Baker | 1 July 2016

Optus has added another agency to its roster of partners following a pitch, as it significantly gears up marketing activity and bids to transform into a “mobile led entertainment business".

Octagon has won the telco's sponsorship business. It is tasked with “managing and executing marketing and sponsorship” with a focus on entertainment and sport, which will likely include its Olympic partnership. 

In January, Optus revealed a rooster of six agencies including Big Red, M&C Saatchi, The Works, Emotive, With Collective and AKQA, at as well as appointing UM as its media partner. 

Shortly afterwards it appointed We are Social as is social agency. 

Ben White, who permanently took on the role of managing director of marketing and product at Optus in June, said: “Octagon demonstrated strong expertise in sponsorship content services and an impressive track record of successful sport and entertainment focused campaigns.

“Octagon will come on board to help Optus as we continue our succesful transformation into a mobile-led entertainment business. We’re confident they will help produce strong campaigns and deliver great results.”

It has been increasingly adding entertainment and sport properties to its positioning with increased focus on its Fetch Yes TV deal, streaming services such as Netflix and Stan, on-demand content through Optus’ partnership with Cricket Australia and its EPL deal. It is also offering access to pre-season International Champions Cup (ICC) tournament, the 2018 Men’s World Cup, the 2017 FIFA Confederations Cup and the 2019 FIFA Women’s World Cup.

Andrew Clarke, agency director at Octagon, says: “The brand’s ambition and attitude towards partnerships perfectly matches our own, and we found great synergies in their desired approach. Optus is a rapidly evolving business, and it’s an exciting opportunity for us to help shape how they engage with fans around the things they are most passionate about.”

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop me a line at rosiebaker@yaffa.com.au

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