Optus adds TBWA\Sydney to creative agency ecosystem; Bear Meets Eagle on Fire appointed for core projects
Optus has confirmed that following a tender process the new agency ecosystem consists of: UM, Amobee, Emotive, M&C Sport and Entertainment, Big Red, Re and Yes Agency, joined by TBWA/Sydney. Optus is also now working with Micah Walker’s creative company Bear Meets Eagle on Fire for core projects.
No partner involved in the tender process was requested to carry out any strategic, creative or execution work without payment – with all briefs given resulting in work either in market or soon to launch in market. This follows a full review of the market, a benchmarking exercise and financial tender with Trinity P3.
Says Mel Hopkins, head of marketing at Optus: “We are very excited to announce to the industry the news of a core team that we have been working with over the past few months on a number of projects or via existing relationships. We believe that we have a unique combination of agency partners that together have forged a strong relationship with each other based on mutual respect.
“The willingness to partner in a new way and format gives me great hope of a change very much required in the Australian agency landscape. I am delighted with the partners we are working with.
“We believe working together on real live briefs, with real budgets, real deadlines and paying real agency fees enables both parties to work openly to determine whether the right dynamic is present to enter into a roster arrangement.”