The result comes after BBDO’s recent win of Singapore’s Singtel, which owns Optus. M&C Saatchi has handled the business since 2003. The original shortlist for the creative pitch also included Leo Burnett, which loses its grip on Optus’ corporate business, and McCann Worldgroup. Media will remain with MPG.
“It was a very tough process and one that I think, in spite of the pain on both sides, will result in an even stronger relationship into the future,” said M&C Saatchi Australia CEO Tom Dery. “We were always concerned about BBDO and SingTel, but the truth is there is little synergy between the issues SingTel face, and the issues Optus face.”
“It’s one of Australia’s biggest pieces of business and one of the core clients which has been at the heart of M&C Saatchi’s remarkable performance in Australia and its been an incredibly tough, competitive pitch which has gone on for months,” said M&C Saatchi Asia CEO Chris Jaques.
