Anathea Ruys, the CEO of UM, has criticised the level of speculation and rumour during the Optus pitch.
UM lost the media account to the newly formed media unit at Accenture Song.
"Naturally, we are disappointed with Optus’ decision after what has been a long and valued partnership,” Ruys said.
“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.
“I would also like to take the opportunity to say what has been particularly disheartening is the level of ongoing industry speculation and rumour throughout the pitch process.
“This created an environment of uncertainty and unnecessary pressure — not only for my team but for other stakeholders as well.
“Pitches are demanding at the best of times, but the intensity and scrutiny surrounding this one made it especially challenging and, at times, distressing for the team.
“Despite the outcome, I remain incredibly proud of the professionalism, integrity, and resilience our people showed throughout. UM remains focused on delivering outstanding work for its clients and continuing to build strong, future-focused partnerships."
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