TBWA\Sydney has been added to Optus’ full-time agency roster .

Optus’ agency roster now currently includes: TBWA\Sydney, M&C Saatchi Sports and Entertainment, Emotive, Big Red, the M&C Saatchi-owned Re, and Yes Agency. UM media has retained the media account.

TBWA\Sydney declined to comment on the win.

Optus will also be working with creative agency Bear Meets Eagle on Fire on a project basis.

Optus head of marketing said: “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.”

Optus recently launched its latest campaign to promote its partnership with Apple Music, which a spokesperson from TBWA\Sydney told B&T was its first piece of work for the company.