Optus rebrand set to be unveiled

Optus rebrand set to be unveiled
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EXCLUSIVE: B&T understands Optus is on the verge of announcing a major rebrand, with speculation the telco may drop animals from its advertising.

It’s believed Optus will launch a new brand positioning and brand identity redesign within the next few weeks.

The new design, expected to be spearheaded by M&C Saatchi, will extend across the complete corporate and consumer organisation, including logo, retail stores, digital and advertising.

When contacted by B&T this morning about the rebrand Optus declined to comment on the matter. M&C Saatchi also declined to comment.

The fate of Optus’ love affair with animals in its advertising remains in doubt ahead of the rebrand announcement.

Late last year former head of marketing Michael Smith, who is now chief commercial officer at its parent company SingTel, said the animals remained for the sake of “brand recognition”, as the brand took a different direction with its marketing and stepped back from its characteristic animal mascots which were reduced to cameo appearances.

“My instinct says it’s useful to retain as a branding device for now, but are we in a transition to no animals, maybe,” said Smith last year. “We haven’t made up our minds on that.”

Optus recently downsized its marketing department as part of the telco slashing 290 jobs, the majority of redundancies coming from the marketing, IT and network sectors of the business.

As part of the restructure, Smith’s position as head of marketing was sidelined, with Nathan Rosenberg parachuted in from overseas to the new position of head of brand and services.

“We have restructured our business to improve brand and direct customer communication through a dedicated brand and marketing communications group," an Optus spokesperson told B&T. "As part of this, we have already announced a major refresh of our branded Optus ‘yes’ retail stores designed to give customers a brilliant experience from the moment they walk into store."

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