Optus appoints Droga5, Accenture Song Media and Apparent in agency overhaul

Optus has overhauled its agency roster, appointing Droga5, Accenture Song Media and Apparent to lead its next-generation marketing strategy following a competitive pitch process.

Production incumbent BRX will also retain and expand its remit, as the telco consolidates its creative, media and production functions under a simplified agency model. The review sees the end of Optus' long-term relationship with UM, Emotive and M&C Saatchi’s Yes Agency. Search and affiliate marketing will continue to be handled in-house.

Cam Luby, head of marketing at Optus, said the selected agencies bring future-fit capabilities, particularly in AI, automation and data-led storytelling.

“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," Luby said in a statement.

“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."

Droga5 will lead creative, while Accenture Song Media takes on media duties. Apparent joins the roster as Optus’ first dedicated B2B agency partner.

Matt Michael CEO Droga5 ANZ and Managing Director, Marketing, Accenture Song said it was "incredible moment" to partner with a team and a business like Optus.

"Optus represents much of our own values - a provocateur, an innovator, a pioneer,” he said.

However, the announcement also prompted a pointed farewell statement from outgoing media agency UM.

"Naturally, we are disappointed with Optus’ decision after what has been a long and valued partnership," UM CEO Anathea Ruys said in a statement moments after the news was announced. "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."

Ruys also criticised the pitch environment, saying it was marred by "industry speculation and rumour" that created "uncertainty and unnecessary pressure."

“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.

The new agencies will take over responsibilities from the end of August.