The telco has worked with IPG Mediabrands’ UM since 2016.
Optus has begun a statutory review of its media planning and buying arrangements, B&T can reveal.
The review is in its early stages and part of standard procurement procedure to routinely review supplier relationships.
An Optus spokesperson told B&T: “As part of our commitment to high standards of service, Optus conducts a review of all agencies as part of our procurement process every three years.
“This regular review ensures that we continue to work with partners who align with our values and deliver high quality outcomes to meet the evolving needs of our business and customers.”
Optus has worked with UM as its media planning and buying agency for eight years when it won the account from Starcom. UM most recently defended the account in 2019.
In May, UM hired former Carat partnerships lead Matt Evans as managing partner of the Optus account.
Optus also works with M&C Saatchi Group’s ‘Yes’ agency, M&C Sport and Entertainment and Re. It also works with the creative shop Emotive.
Holding onto the Optus account would be another significant retention for the IPG Mediabrands outfit after it was recently awarded the Federal Government’s Master Media Services account.
According to Nielsen, Optus was the 10th highest spending advertiser in 2023.
Check out UM’s Agency Scorecard.
