Optus extends $40m media partnership with UM

Paige Murphy
By Paige Murphy | 21 August 2019

Telecommunications giant Optus has awarded UM Australia its media-communications portfolio, estimated to be worth $40 million, after a closed review of Optus’ media resources.

It is UM’s first defence of its Optus partnership, having been initially awarded the business in early 2016.

UM was appointed to the new Optus roster alongside independent advertising platform Amobee and creative agencies M&C Sport and Entertainment, TBWA/Sydney, Emotive, Big Red, Re and Yes Agency.

“We are very pleased to extend our relationship with UM and the team," says Mel Hopkins, head of marketing.

"They have over the past year demonstrated a true partnership approach, pushing us into new areas and bringing a much-needed strategic rigour to our media approach.”

Fiona Johnston, CEO of UM Australia, told AdNews she "couldn't be prouder" of the UM team for the work they put into working on and retaining the account.

“Optus is one of those special clients with a unique sense of passion and diligence for what they do, and for the past few months we have been through a rigorous and fully closed-pitch process to prove we are as good as better and before for them," Johnston says.

"The whole Optus team have quite rightly put us through the hoops on this and it has tested us yet again.

“I am so proud of the team here at UM who have made this a success and that our desire to be better for them has won through.

"We love the Optus business and the opportunity it brings us all to grow. This is testament to the people on the business here, doing their best work together."

UM initially won the account in 2016, ending Starcom MediaVest's (SMG) three-year relationship with the telco.

Recently, Optus announced it was undergoing a review of its pitch process following feeback from agencies. Hopkins announced that all agencies invited to pitch would be paid "fairly" with "clear terms" outlined at the beginning of the process.

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