Optus Pitches Creative Account

Optus is pitching its creative account, LBB can reveal, alongside the media review it kicked off in October.

Currently, M&C Saatchi's Yes Agency and indie Emotive lead the creative work. The review is scheduled, Optus said, and part of the brand's "commitment to high standards of service."

The business "conducts a review of all agencies as part of our procurement process every three years," a spokesperson said. 

"This regular review ensures that we continue to work with partners who align with our values and deliver high quality outcomes to meet the evolving needs of our business and customers. "

It provided the same comment to contextualise its media pitch, which began late last year and is still on-foot. UM is the incumbent and has held the account for eight years. It last successfully defended the account in 2019.

The creative arrangement was also reviewed in 2019 under former CMO Mel Hopkins, resulting in a creative roster featuring M&C Saatchi, Amobee, TBWA, Emotive, Big Red, and Bear Meets Eagle on Fire.

Most recently, Emotive launched a run of creative work in the back half of 2024 for the brand, including a spot starring Delta Goodrem and Jason Donovan, a platform called 'We're All In' aimed at small businesses, and a series of TVCs starring an eshay fairy and fox puppet.

Cam Luby, head of consumer marketing, Optus, said of the latter work, “This work is Optus on the front-foot. Following on from our Network Trial launch in July, we’re showing customers that Optus offers incredible value and simple experiences that are unique in the category.

"This is not about promoting products in lieu of brand, it’s about using our strong product propositions to drive growth and brand together with a focus on customer needs and wants at the core."