Momentum takes on Optus’ retail reputation rebuild

Independent strategic creative agency Momentum has been appointed to Optus’ national retail activation account following a competitive pitch. The multi-year brief covers activations across the telco’s store network, including major product launches.

READ MORE: ACMA takes Optus to court over September 2025 Triple Zero outage

READ MORE: Optus fined $100m for unconscionable sales to vulnerable Australians

The appointment comes as Optus works to rebuild customer trust following regulatory and court action, including a $100 million penalty over sales conduct involving 16 stores. Momentum’s remit is limited to retail experiences and does not extend to compliance or the telco’s broader reputation strategy.

A retail account under scrutiny

On 30 July 2026, the Australian Communications and Media Authority began Federal Court proceedings against Optus Mobile over its 18 September 2025 Triple Zero outage. ACMA alleges the telco breached two emergency-call obligations on 1,005 occasions.

The allegations have not been determined by the court. However, the action adds to the challenge Optus faces as it seeks to rebuild confidence across its customer-facing channels.

Retail is particularly sensitive for the business. In September 2025, the Federal Court ordered Optus to pay a $100 million penalty for unconscionable sales practices and subsequent debt collection affecting more than 400 consumers across 16 stores.

Many customers were experiencing vulnerability or disadvantage. Optus also agreed to a five-year court-enforceable undertaking covering compensation, sales incentives, complaints handling and changes to the operation of some licensed stores.

Subsidiaries of Singtel Optus, including Optus Mobile, previously paid more than $12 million in ACMA penalties following its nationwide outage in November 2023. ACMA found 2,145 people could not access the emergency call service and 369 required welfare checks were not completed.

In November 2025, Optus paid a further $826,320 penalty after ACMA found it breached anti-scam identity verification rules on 44 occasions while operating as Coles Mobile.

Momentum is not responsible for Optus’ regulatory compliance. Its work will, however, shape one of the telco’s most visible customer touchpoints while the business remains under close scrutiny.

Momentum continues growth push

Momentum said the appointment represented another step in its growth under managing director Jen Peace. Its client portfolio also includes SAP, Endeavour Group, Heineken, Lion and American Express.

“We’re incredibly proud to partner with Optus at a time when retail is being reimagined as an experience-led channel,” Peace said. “This is about creating experiences that genuinely connect with customers and leave a lasting impression.

“We’ve been deliberate about how we grow Momentum, focusing on partnering with ambitious brands where we can create meaningful, commercially impactful work.”

Lauren Dawber, executive general manager of marketing at Optus, said stores remained an important channel for customers exploring products, seeking advice or receiving support.

“Momentum’s ability to create integrated, high-quality experiences will help us continue evolving our stores and make every customer interaction more engaging, impactful, useful and distinctly Optus,” Dawber said.

The account gives Momentum responsibility for delivering brand moments at the point of purchase. It also places the agency’s work within Optus’ broader effort to improve how customers experience the brand.