Optus has announced the outcome of its creative, media and production agency review, and a strategic shift toward a simplified agency model.
Droga5 has become Optus’ new creative agency; Accenture Song Media its new media agency; Apparent specialist B2B creative partner; and production incumbent BRX will remain the production partner under an expanded scope.
Matt Michael CEO Droga5 ANZ and managing director, Marketing, Accenture Song, stated,, “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.”
Felicity Ross, chief corporate affairs & marketing officer at Optus, stated, “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. 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 at Optus, added, “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 will bring together two agencies under the Accenture umbrella, spanning both media and creative.
Lauren Dawber, senior director of media and operations, commented, “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.”
To streamline processes and respond more effectively to market demands, Optus will move from two production agencies to a single, unified partner in BRX.
“BRX has been the backbone of our digital advertising—powering rich, creative, and high-performing marketing with speed and efficiency. Enabled by Automation and AI, their tools help us scale and test rapidly. We’re excited to expand on this partnership,” Luby commented.
Optus will add Apparent to the agency roster, for the first time working with a dedicated B2B partner.
Apparent managing director, Suzy Smiley, stated, “We’re proud to partner with a forward-thinking business and keen to blend our data-driven strategic thinking with innovative creativity to deliver solutions that drive business growth.”
Luby concluded, “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.”
The newly appointed agencies will assume responsibilities from the end of August.
