With Collective resigns Optus for Foxtel

Lindsay Bennett
By Lindsay Bennett | 1 November 2017
Chris Hemsworth was the star of Foxtel's 2016/17 brand campaign from TBWA Sydney

With Collective has resigned from Optus for a place on the Foxtel roster handling the brand's customer marketing portfolio, AdNews can reveal.

With Collective will now lead customer and acquisition marketing, retail, data and digital communications for Foxtel.

Telstra owns a 50% stake in Foxtel, meaning With Collective had to step away from the Optus brand after less than a year on the account. With Collective will continue to work with Virgin Mobile as part of Singtel.

TBWA Sydney will still remain as Foxtel's lead creative agency, being reappointed to the account last year and picking up Fox Sports.

In June this year, Foxtel overhauled its corporate identity and revamped its SVOD platform, Foxtel Now. The launch and revamp is Foxtel's biggest strategic shift in 22 years.

TBWA Sydney's Foxtel Now campaign

Foxtel director of customer and propositions marketing Jesse Stephens says With Collective is the right partner for the future of where the business is heading.

"Their unique combination of consulting, data, tech and creativity all built around delivering end to end customer experiences is what we need to deliver on our vision. Their unique approach to solving business problems through a highly collaborative customer focus really resonated with us. We look forward to partnering with Justin and the team," he says.

With Collective CEO and co-founder Justin Hind says: “Foxtel’s progression and ambition that marries them with platform reinvention, technical leadership and superiority in content is second-to-none. We are thrilled to have been welcomed on board by such a directional and revolutionary brand, and are excited combine data, technology and creativity as we set about delivering their dynamic business goals."

Foxtel remains without a GM of marketing after the departure of Mark Buckman in September.

With Collective's work for Optus

With Collective landed on the Optus roster following the 2015/16 pitch, alongside Emotive, AKQA, Big Red, M&C Saatchi and The Works.

During its time working with Optus, With Collective created a campaign targeted at small business owners, starring Ian Thorpe and Mark Wahlberg.

With Collective was acquired by the Dentsu Aegis Network in 2016 after six years as an independent agency. Since its acquisition, the digital creative agency has signalled plans to open a Melbourne office, opened in Auckland and is eyeing Asia and Brisbane in the future.

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