Since June 2015, Optus has been adding agencies to its roster. Until then its creative, media and PR were held by M&C Saatchi and Starcom.

Over two years, Optus acquired Big Red, M&C Saatchi, The Works, Emotive, With Collective and AKQA to its retail, digital, social and creative accounts. In January 2016, Optus appointed UM to handle its $40 million media account. With Collective resigned from the account in 2017 to work on Foxtel.

Now Optus is reviewing its creative agencies, after working with M&C Saatchi’s RE to form in-house creative agency, Yes Agency, which ended We Are Social’s relationship with the telco.

And Optus has also appointed 72andSunny to work on a number of projects.

In its statement, Optus said, “Optus is changing our approach with how we work with creative partners.

“We are undertaking an agency review of customer communications and digital performance, as we look to optimise our relationships and drive more efficiencies and effectiveness.

“Part of our approach is the development of Yes Agency – a new Optus initiative that is breaking norms in Australia.”