Optus reveals new agency roster: Big Red, M&C Saatchi, The Works, Emotive, WiTH and AKQA
Optus has just announced the appointment of a new agency roster for its consumer brands following a competitive pitch process.
Optus has selected UM as its media buying agency. A panel of six agencies including Big Red, M&C Saatchi, The Works, Emotive, WiTH Collective and US agency AKQA will oversee Optus’ retail, digital, social and adhoc creative campaign work. RE will retain Optus’ brand strategy and development business.
Says Ben White, acting managing director of marketing and product at Optus: “During the evaluation process, we looked for agencies that demonstrated strategic thinking and a creative approach to driving engagement with the Optus brand.
“We are pleased to welcome UM, Big Red, WiTH Collective and AKQA to the Optus family. UM’s deep understanding of our brand and strategic capabilities make it the perfect partner for Optus, while Big Red, with its solid portfolio of work, is well placed to drive deep engagement with the Optus brand.
“Optus selected a panel of creative agencies built around breadth of creative skills, strategic insights and cross-agency collaboration. We are confident our agency line-up can help deliver persuasive campaigns that stand out in the market and resonate strongly with consumers.”
18 Comments
So WiTH are on both Optus and Virgin.
Interesting.
And Big Red to do all the retail.
Not ideal for M&C, but they may have some cool buoy ideas to keep things humming.
If you read the article closely you’ll see that Whybins are the lead brand agency, and the rest are doing Retail, PR, content and CRM, which is what with has been given.
So the most creative part of the Virgin a/c goes to Whybins, which lets face it will drive the entire account, leaving the rest to fight over the scraps. Optus will be more interesting though.
What about Digital, none of those agencies are particularly strong in digital. Interesting to see what happens with the digital execution of these “creative” campaigns and the insights and performance that they try and collect from them.
Hey Rolls, check who are AKQA, one of the most awarded digital agency in the world. Have you ever checked work or agencies outside AUS?
This really should be the last time this happens. We have two businesses/brands who’s main sources of revenue is from selling devices/contracts and then attempting to retain said customers on devices and contracts. Yet there are no signs here of digital and digital product agencies being front and centre in the agency mix. As long as they remain on the periphery (and offshore) the definition of madness will be adhered to – meaning customers continue to get friction in their digital brand experiences and shitty digital products to boot. But hey they will get exposed to some great brand messaging. So progressive and relevant from the people who give you the device you live your life on.
foam – see above comment
Brilliantly bitter and ignorant range of comments, even for this blog.
Well done all.
Are AKQA coming over then?
M&C has been smoke and mirrors for about 18 months.
The reality starts here as the decline gets accelerated.
yeesh – see (and offshore)
A six month process to get to a six agency roster. Weak.
This will be hard for M&C, now in constant pitch mode and seeing the retainer slashed making it hard to balance the top heavy structure amongst other clients. Agree they have been smoke and mirrors for the past 12-18mths. Clever buoy was a great award winner and way to sell a new revenue stream, but outside of some Commbank work am struggling to see what campaigns would be driving true sales/success for their clients.
As Optus moves further away from talk & text and towards content distribution I’d be backing AKQA and WiTH picking up the really juicy work and Big Red on the traditionally revenue making shit in/shit out POS the retail channel will still demand (unless already offshore or automated).
There have been strong high level hires at M&C and I might be wrong, but feel they might be caught out when a cornerstone client is constantly looking around for the best option not just the biggest.
As for taking 6 months to get contracts signed, it’s shit for those working on the account, but I’m sure Singapore are happy with the final deal (again meaning it’s shit for those who need to deliver, but rewarding for some).
Jaimes has built his castle, but is it sustainable or will we see the Tom’s and Ben making not so subtle appearances?
Sorry for any spelling/grammar errors, feel free to call them out and charge as a round of amends.
Reality -the only smoke is that which you are blowin’ up your own arse.
M&C have continually grown and prospered despite the criticism of naysayers like yourself.
Maybe you should take a reality check.
@interes your insecurities are palpable.
Being in constant pitch mode won’t be anything new for M&C.They don’t know anything else.I know from first hand experience.
What happened to DT Digital? I thought they did some pretty tight work for Optus?
@ Analaog Foam, you are spot on. Will be interesting to see how this roster performs and lasts. DT were the closest to this though never had the same airtime as the ‘lead’ agency.
Clever Buoy just about sums up M&C.
It was their idea right?