The pitch, according to an industry source, lasted more than a year as Optus is looking to "reinvigorate" its brand. The creative side ended up as a two-way shootout between M&C Saatchi and George Patterson Y&R, which had held the account prior to M&C Saatchi winning it in 2003.
On the media side, Starcom takes over from incumbent MPG, which had held the account for eight years. Starcom will also manage buying for Optus’ wholly owned subsidiary, Virgin Mobile Australia.
“It is gratifying to have this opportunity to continue our long relationship with Optus,” Tom Dery, worldwide chairman of M&C Saatchi, said in a statement. “Optus continues to challenge in the dynamic telco industry. An industry that has experienced phenomenal growth and change in the past decade.”
M&C Saatchi has been having a good year, winning the $107 million Commonwealth Bank business and $158 million global Etihad Airways account in February.
An MPG Australia spokesperson said, "MPG and Media Contacts have worked with the Singtel team for more than nine years and while of course we’re disappointed not to retain the business, a partnership as lengthy as this is a great achievement. MPG and Media Contacts have been fortunate to work on some outstanding campaigns with Singtel over the years and are very proud of what we’ve achieved with the Singtel team during that time."