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.
“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 and marketing officer at Optus, said in a media release on Tuesday.
“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.”
Optus marks Accenture Song Media’s first client win. Mumbrella understands it spends over $100 million in billings, the bulk spent on digital.
Mid-last year, it was revealed that Initiative’s leadership trio would be departing to take the helm, in what was an aggressive raid by Accenture Song.
It left many, including media expert Trinity P3’s Stephen Wright, questioning how this shift in power dynamics would affect the wider market. But one thing was clear to him — nabbing Fein, Geer and Colter gave Accenture Song the “full range of skills and services required” to provide true end-to-end capabilities, according to Wright.
Accenture Song Media’s proposition is underpinned by AI, which Fein, who serves as managing director of the division, said gives the partnership with Optus “limitless potential”.
“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,” she said in the release.
“There’s limitless potential for this partnership, with our media proposition underpinned by AI and Optus being a technology first business.”
Anathea Ruys, the CEO of UM Australia — Optus’ incumbent media partner — said in a statement sent to Mumbrella: “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.”
In her statement, Ruys also called out the industry rumour mill — something she said was “disheartening” to experience.
“I would also like to take the opportunity to say what has been particularly disheartening is the level of ongoing industry speculation and rumour throughout the pitch process. 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 said.
“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.”
The win is also significant for Accenture Song’s creative agency Droga5.
It marks the return of a telco in its client roster following the loss of Telstra in 2023. It’s a particularly sweet win for new Droga5 Melbourne boss Michael McEwan, who has just joined the agency from M+C Saatchi.
McEwan (right) has just joined Droga5 Melbourne, where he will work closely with CEO Matt Michael (left)
Matt Michael, CEO of Droga5 ANZ and managing director of marketing at Accenture Song, said in the release: “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.”
The double win for Accenture Song is bittersweet, however, as it comes a week after its CEO, and founder of Droga5, David Droga, announced he will be departing later this year.
Optus’ creative incumbent, M+C Saatchi’s bespoke Yes Agency, said in a statement to Mumbrella: “Yes Agency, part of the M+C Saatchi Group, confirms the conclusion of its eight-year partnership with Optus.
“We are incredibly proud of the work our team has delivered across this long-standing relationship. Together, we’ve created meaningful, customer-first campaigns that have helped shape the Optus brand in market.
“We thank the Optus team for the opportunity and collaboration over the years and wish them every success in this next chapter.”
The other incumbent, Emotive, also thanked Optus for its decade-long partnership.
“After 10 incredible years, our partnership with Optus is coming to an end. It’s rare in this industry to work with a client for a decade, rarer still to say goodbye with this much mutual respect, admiration, and genuine gratitude,” Emotive’s founder and CEO, Simon Joyce, said in a statement to Mumbrella.
“Optus backed Emotive from almost day one. They didn’t just take a chance on a new agency, they helped build it. Together, we grew the brand, made bold work, navigated highs and lows, and forged relationships I’ll value for life.
“It’s sad to part ways with people we care about. But more than anything, I’m left with a huge sense of gratitude. Optus helped shape Emotive. They’ve been honest, ambitious, empathetic partners through it all. They’ve pushed us, supported us, and stood by us. And in doing so, they’ve helped so many people at Emotive grow both here and beyond. That’s what a great client does.”
He thanked the Optus team for “the belief, the trust, the laughs and the crazy ride”, as well as its people.
“As we move into our next chapter, we do so standing on a 10-year foundation that very few indie agencies get to build. And while change is inevitable, our momentum is irrefutable. We have an incredible team, a clear vision, and huge belief in what’s ahead,” Joyce said.
Optus’ head of marketing, Cam Luby, said in the media release: “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.”
He also thanked the incumbents: “We would like to thank Emotive, UM and M+C Saatchi’s Yes Agency for their partnership, dedication and the impact they have had on the Optus business over the past decade.”
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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!