Emotive is looking at the end of its creative agency tenure with Optus with gratitude and pride, after announcing the appointments of Accenture Song Media and Droga5 as its new media and creative agencies, respectively.
The telecommunications company was the first client of Emotive and released the iconic Ricky Gervais anti-ad to promote a Netflix package in 2015.
Simon Joyce, CEO and founder of Emotive, reflected on the agency’s journey with Optus. He told Mediaweek: “Like any startup, you need a hell of a lot of drive and belief, and a little bit of luck. They (Optus) were there at the right time and have been with us on the entire journey.
Simon Joyce
“We grew together, we learned a lot together. The shape of the agency evolved not just the market’s needs, but through their needs as well.”
“There’s a stat out there that only 5% of indie agencies survive on their own past 10 years, and we’ve passed that and we’re thriving despite moving on here.
“Whilst we are moving on, the relationship remains as strong as ever so and I feel nothing but gratitude. There’s nothing bitter about this whatsoever.”
Emotive has seen a few agencies manage the media account during its time with Optus. UM initially won the account from Starcom in 2016 and held the telco’s account for the past eight years. The IPG media agency defended the account when it was up for pitch in 2019.
Joyce said: “As an indie creative agency, 10 years on a telco is rare. And when you spend that much time together, and they’re obviously a large client, they have a big influence on how you evolve and operate as a business.”
Impact on Emotive business
Joyce noted that Optus’ exit from Emotive’s portfolio will have “minimal change” to the agency’s headcount.
“There will be a few wrapping up who will be really missed but we’ve had several recent new client wins which is timely”
“We’ve got a pretty big announcement next week in terms of the next chapter of this business. We’ve had great momentum and a great couple of years.”
‘That saying is true, feedback is a gift’
Reflecting on the creative account’s change of hands, Joyce said: “Any pitch you don’t win, you reflect on. That’s the nature of this game.
“We were down to the last few, there’s always going to be learnings there and that saying is true, feedback is a gift. We’ll only get better from this,” he said.
Joyce added: “I look back at any moment when you don’t get the result you were after and think ‘hey, how can we do it better?’ I’m really comfortable to say that, you need to be relentless as a leader to keep getting better.
“We’ve done some incredible work together over the years, and Cam Luby and I are as close as ever,” he said of his relationship with Optus’ Head of Marketing.
Joyce noted the Ricky Gervais ads as highlights and more recently the No Catch campaign.
“It was product as an expression of brand. We had two really unexpected talent there with Delta and Jason Donovan.
“That is a really fun product campaign and bought back that challenger tone that has always been part of the Optus DNA.”
Optus’ new media and creative agencies
Earlier today, Optus announced the appointment Accenture Song Media and Droga5 as its new media and creative agencies, respectively, as UM Australia confirmed it was dropped by the telecom company.
Apparent was also named as specialist B2B creative partner for the telecom company, while production incumbent BRX remains production partner under an expanded scope.
Cam Luby, Head of Marketing, Optus, said: “As the way people live, work and connect evolves, we’ve chosen partners who truly understand our industry and bring future-fit capabilities we need to stay ahead — especially in AI, automation, and data-led storytelling.
“With the right blend of creativity and technology across our new agency panel, we’re excited about the opportunities ahead. This new lineup brings together unmatched firepower to help us drive more integrated, effective, and future-ready marketing.”
The new structure brings two agencies under the Accenture umbrella, spanning both media and creative.
Optus launched a review its media account as part of its procurement process in October last year.
Top image: Simon Joyce