Crack open the champers: Optus has finally said “yes” to M&C Saatchi, retaining us as lead creative agency, following a lengthy pitch against George Patterson Y&R.
The great news extends one of the longest agency/client relationships in Australian advertising. We have been Optus’ agency of choice since first appointed by the giant telco in 2003, also ahead of then incumbent Patts Y&R.
The reappointment continues M&C Saatchi’s fantastic run of new and retained business, highlighted In February when we won lead creative duties on Commonwealth Bank, Australia’s largest bank and largest advertising account.
Shortly after we were appointed by Etihad Worldwide, one of the world’s largest and most progressive airlines.
M&C Saatchi Worldwide Chairman Tom Dery said: “It is gratifying to have this opportunity to continue our long relationship with Optus”.
“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 Regional Creative Director Asia Pacific Tom McFarlane said retaining accounts are “so much harder” than winning them.
“It's a different game. If you pitch for new business and don't win you go back to life as normal.
“But if you don't retain it, you must part with people, you have to sack your mates. We haven't had to do that. It's absolutely a relief.”
Optus Corporate Marketing Director Michael Smith was "delighted" to announce the selection of M&C Saatchi, following a "rigorous review".
“During the eight years we have worked together, M&C Saatchi has demonstrated a deep understanding of the Optus brand," Mr Smith said.
"As we evolve from being a traditional telco to a leading provider of next-generation communication, infotainment and technology services, building an even greater Optus brand is fundamental to our long-term success.
"We believe M&C Saatchi is the agency best placed to help us establish a clearer, differentiated brand position."
The reappointment follows a watershed year for M&C Saatchi in 2011 that saw us win $80 million in new revenue billings, adding the likes of Dick Smith, Eftpos, Google, and Lend Lease to our client roster. The previous year we were appointed by David Jones and Masters amid a similar flurry of wins.
“Retaining this account continues a period of sustained growth for the agency that augers very well for the future,” Tom D said.
“Thank you to everyone who has worked so tirelessly and brilliantly on both the Optus pitch and the Optus account. You’re efforts have been quite extraordinary at times. Our agency is blessed with special people.”