Optus taps Accenture Song and Droga5 to lead media and creative in major agency overhaul

Optus has today announced the outcome of its creative, media and production agency review which reflects a strategic shift toward a simplified agency model. Following an extensive pitch process, Accenture Song Media and Droga5 have been appointed as the new media and creative agencies for Optus. Apparent has been appointed as specialist B2B creative partner and production incumbent BRX will remain the production partner under an expanded scope.

The major agency shake-up signals the conclusion of Optus’ long-running partnerships with Emotive, UM and M&C Saatchi’s Yes Agency.

The appointment is the first major win for Accenture Song Media, led by Managing Directors Melissa Fein, Sam Geer, and Chris Colter, who joined the consultancy from Initiative in 2023.

Says Felicity Ross, Chief Corporate Affairs & Marketing Officer, Optus: “This is an exciting step for Optus as we look to accelerate our ability to execute with impact, yet efficiently and with a simplified approach. Congratulations to our new agency partners and the Optus team who have driven an extremely professional selection process with deep consideration of our ambition, and respect for the expertise of all involved.”

Says Cam Luby, Head of Marketing, Optus: “As the way people live, work and connect evolves, we’ve chosen partners who truly understand our industry and bring future-fit capabilities we need to stay ahead — especially in AI, automation, and data-led storytelling.

“With the right blend of creativity and technology across our new agency panel, we’re excited about the opportunities ahead. This new lineup brings together unmatched firepower to help us drive more integrated, effective, and future-ready marketing.”

Says Lauren Dawber, Senior Director of Media and Operations, Optus: “We’re excited to bring Droga5’s world-class creativity together with Accenture Song Media’s powerful media capability. This partnership strengthens our ability to connect with customers in more meaningful, effective, and culturally relevant ways.”

Says Matt Michael CEO Droga5 ANZ and Managing Director, Marketing, Accenture Song: “This is an incredible moment for us, to partner with a team and a business like Optus whose ambitions are so aligned to ours.  Optus represents much of our own values – a provocateur, an innovator, a pioneer.”

Says Mel Fein, Managing Director, Media, Accenture Song, APAC: “For us, Optus is a perfect and truly unique foundational partner. One that embodies the spirit of what it means to be a challenger and has the depth of talent across their marketing team to realise that ambition.

“There’s limitless potential for this partnership, with our media proposition underpinned by AI and Optus being a Technology first business.”

Says Anathea Ruys, CEO, UM: “Naturally, we are disappointed with Optus’ decision after what has been a long and valued partnership. I am extremely proud of the work UM has delivered over the years and the commitment my team has shown in supporting Optus through some of the most complex and high-profile moments in the brand’s history. We wish Optus well in the next chapter of their media journey.

“I would also like to take the opportunity to say what has been particularly disheartening is the level of ongoing industry speculation and rumour throughout the pitch process. This created an environment of uncertainty and unnecessary pressure — not only for my team but for other stakeholders as well. Pitches are demanding at the best of times, but the intensity and scrutiny surrounding this one made it especially challenging and, at times, distressing for the team.

“Despite the outcome, I remain incredibly proud of the professionalism, integrity, and resilience our people showed throughout. UM remains focused on delivering outstanding work for its clients and continuing to build strong, future-focused partnerships.”

In a move designed to streamline processes and respond more effectively to market demands, Optus will move from two production agencies into a single, unified partner in BRX.

Says Luby: “BRX has been the backbone of our digital advertising—powering rich, creative, and high-performing marketing with speed and efficiency. Enabled by Automation and AI, their tools help us scale and test rapidly. We’re excited to expand on this partnership.”

Optus will add Apparent to the agency roster, for the first time working with a dedicated B2B partner.

Says Suzy Smiley, Managing Director, Apparent: “We’re proud to partner with a forward-thinking business and keen to blend our data-driven strategic thinking with innovative creativity to deliver solutions that drive business growth.”

Says Luby: “We would like to thank Emotive, UM and M&C Saatchi’s Yes Agency for their partnership, dedication and the impact they have had on the Optus business over the past decade.”

To ensure a smooth transition, the newly appointed agencies will assume responsibilities from the end of August.

Optus agency partners:
Creative: Droga5
Media: Accenture Song Media
Specialist B2B Agency: Apparent
Production: BRX