Optus reviews pitch process on the creative agency roster

By Paige Murphy | 7 June 2019

Optus is reviewing the pitch process for creative agencies, which it currently works with on a project basis. 

The telco currently works with a range of agencies including TBWA, 72andSunny Sydney, Big Red, and Emotive.

However, Optus is looking at changing the way it pitches following feedback from agencies. 

Optus, which would usually now be in a full agency pitch process after three years, has chosen to move away from the traditional creative pitch process.

"We believe this format works against both agencies and clients," says Mel Hopkins, Optus Head of Marketing.

"We have a view that all agencies should be paid fairly, have clear terms that they agree to and should not be in a situation where they are required to go into a creative competitive pitch at no charge."

(EDS: Previously AdNews reported that 72andSunny Sydney had been dropped. However, Optus has confirmed that the relationship remains.)

Last year Optus' halved the number of agencies it working with. We Are Social, Octogan, With Collective and AKQA - the agencies named in Optus' 2016 roster reveal - were all dropped.

The roster consolidation followed the formation of Optus' in-house agency, Yes Agency, which was launched in 2017 with M&C Saatchi's brand consultancy Re. 

The incumbent 72andSunny was only added to the roster last year during the time of review.

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