Accenture wins Optus media and creative, media incumbent calls out ‘disheartening industry rumour’
Optus’ media and creative pitches have concluded, with Accenture Song being crowned the winner. It marks the end of the telco’s relationships with Emotive, UM Australia, and M+C Saatchi’s bespoke Yes Agency.
Accenture Song’s newly established media division, led by former Initiative bosses Melissa Fein, Sam Geer, and Chris Colter, will be responsible for Optus’ end-to-end media strategy, planning, and buying. Meanwhile, Droga5, part of Accenture Song, will handle creative.
Apparent has also been appointed as Optus’ first-ever specialist B2B creative partner, and production incumbent BRX has retained its partnership, now with an expanded remit, absorbing the responsibilities of another production agency Optus previously engaged with.
A true mark of good leadership is a business that continues to thrive after the leaders step away. I’ll use Aimee Buchannan and her departure from OMD as case in point.
Maybe Optus should have taken a look at how Initiative are shaping up right now to better understand who they have partnered with.
I hope Optus aren’t paying them for this “limitless AI potential” because currently it is just Avenue C doing everything for them in the background.
good on optus for supporting small, australian businesses… like accenture – the group that rolled back all their DEI policies globally because of the US
Pretty sure about 80% of Optus’ spend is digital and will be run entirely in-house. Leaving digital-first Accenture and co with about $20m of offline media to manage, perhaps? Anyway, good luck to them.
All the comments!