Optus has appointed 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.
“This is an exciting step for Optus as we look to accelerate our ability to execute with impact, yet efficiently and with a simplified approach,” Felicity Ross, Chief Corporate Affairs & Marketing Officer, Optus, said.
“Congratulations to our new agency partners and the Optus team who have driven an extremely professional selection process with deep consideration of our ambition, and respect for the expertise of all involved.”
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.
Matt Michael: ‘Optus represents much of our own values – a provocateur, an innovator, a pioneer.’
“We’re excited to bring Droga5’s world-class creativity together with Accenture Song Media’s powerful media capability. This partnership strengthens our ability to connect with customers in more meaningful, effective, and culturally relevant ways,” Lauren Dawber, Senior Director of Media and Operations, Droga5, said.
Matt Michael, CEO Droga5 ANZ and Managing Director, Marketing, Accenture Song said: “This is an incredible moment for us, to partner with a team and a business like Optus whose ambitions are so aligned to ours. Optus represents much of our own values – a provocateur, an innovator, a pioneer.”
Mel Fein Managing Director, Media, Accenture Song, APAC, added: “For us, Optus is a perfect and truly unique foundational partner. One that embodies the spirit of what it means to be a challenger and has the depth of talent across their marketing team to realise that ambition.
“There’s limitless potential for this partnership, with our media proposition underpinned by AI and Optus being a Technology first business.”
Anathea Ruys: ‘Pitches are demanding at the best of times, but the intensity and scrutiny surrounding this one made it especially challenging and, at times, distressing for the team.’
Earlier, Anathea Ruys, CEO UM, confirmed the media agency was dropped by Optus. She said in a statement: “Naturally, we are disappointed with Optus’ decision after what has been a long and valued partnership.
“I am extremely proud of the work UM has delivered over the years and the commitment my team has shown in supporting Optus through some of the most complex and high-profile moments in the brand’s history.
“We wish Optus well in the next chapter of their media journey.”
Ruys added called the ongoing speculation and rumour throughout the industry during the pitch process as “particularly disheartening”
“This created an environment of uncertainty and unnecessary pressure — not only for my team but for other stakeholders as well.
“Pitches are demanding at the best of times, but the intensity and scrutiny surrounding this one made it especially challenging and, at times, distressing for the team.”
She added: “Despite the outcome, I remain incredibly proud of the professionalism, integrity, and resilience our people showed throughout. UM remains focused on delivering outstanding work for its clients and continuing to build strong, future-focused partnerships.”
Optus launched a review its media account as part of its procurement process in October last year.
UM also appointed Matt Evans as managing partner to lead the strategic media approach for the telco’s account.
The agency initially won the Optus 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.
Top image: Matt Michael and Melissa Fein