Optus has shortisted six agencies for its direct marketing account, AdNEWs understand
Host, OgilvyOne, Naked, The Works, Archibald Williams, and M&C Saatchi's Lida unit are all understood to be in the running.
The pitch is expected to be wrapped up by the end of the year.
M&C Saatchi is the telco's lead creative agency, and currently handles direct communications. Its contract for the creative account was extended for 12 months in September.
In the last two years Optus has shaken up its agency roster to take on a village model, working with specialists on social, brand strategy and digital, rather than relying on one agency to handle everything.
Optus is significantly upweighting its investment in direct communications to improve relationships with existing customers, and reward them for staying with the network
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