Optus marketer Michael Smith departs animal loving brand for global role

Optus marketer Michael Smith departs animal loving brand for global role
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Optus’ head of marketing Michael Smith is set to depart the telco in the New Year after being promoted to chief commercial officer at its parent company SingTel.

The move into the global role will see Smith take control of SingTel’s innovation division, Digital Life, which was created early this year.

Optus is set to announce a replacement to fill Smith’s consumer managing director and chief marketing officer role in early 2013.

Earlier this year the brand took a different direction with its marketing and stepped back from its characteristic animal mascots which were reduced to cameo appearances.

In July, following the release of the new ads which were created by M&C Saatchi, Smith told B&T the animals remained for the sake of “brand recognition”.

 “My instinct says it’s useful to retain as a branding device for now, but are we in a transition to no animals, maybe,” Smith said.

“We haven’t made up our minds on that.”

Smith has been with Optus since 2005 and held various marketing roles including consumer marketing director, chief marketing officer and consumer managing director.

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