Why An Optus Name Change Would Be Sweet, Sweet News For Agencies!

Why An Optus Name Change Would Be Sweet, Sweet News For Agencies!
SHARE
THIS



Having secured the rights to the planet’s most watched sport in Australia – the English Premier League – telco firm Optus is reportedly set to launch a massive marketing campaign to spruik to customers that it’s much more than just a phone and internet company.

Another initiative, reported in the Fairfax Media this morning, is that the brand has also canvassed changing its name to ‘Yes’, a tag it currently uses on much of its advertising.

If true, the marketing push would be good news for Optus’ current flotilla of agencies that include UM, UM, Big Red, WiTH Collective, M&C Saatchi and AKQA. It’s estimated that Optus already spends about $50-plus million a year on its advertising in Australia.

According to the media reports, the telco has already done group testing of a name change to ‘Yes’ and has trademarked a number of terms around the word, including ‘Yes TV’, ”Yes Crow’ and ‘WiFi Talk Yes’.

Optus is presently number two in the market but is said to be losing ground to a resurgent Telstra – particularly around sport – and a number of new aggressive and cheaper players entering the market.

As reported yesterday in B&T, Optus spent $198 million on the rights to the English Premier League over the three years. It is naturally desperate to monetise that and get customers to make the switch and take up its phone and internet services, too.

It will need to position its services as a premium brand and convince new and existing customers it’s services are worth paying extra for.

 

Please login with linkedin to comment

Advertising Standards Bureau Amobee cam curtis Creative Social Free Is Better Qantas The Nest

Latest News

IMAA Announces New Group Deal Arrangements With Media Research, Planning And Training Companies
  • Media

IMAA Announces New Group Deal Arrangements With Media Research, Planning And Training Companies

The Independent Media Agencies of Australia (IMAA), the national, not-for-profit industry association for the independent media agency industry has announced a series of group deal arrangements for its members, offering them savings on industry reporting, training and media tools. The group deal arrangements, brokered by the IMAA, offer independent media agencies access to reporting and […]

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp
  • Media
  • Technology

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp

Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign.  “We thought it would be fun to see some other iconic Australian brands back […]

Connection As Currency – How DTC Brands Are Changing Commerce
  • Opinion

Connection As Currency – How DTC Brands Are Changing Commerce

James Horne (main photo) is the CEO of Balance Internet. In this guest post, he says direct-to-consumer DTC brands that endure past the initial launch have a true differentiation, standing out from competitors by driving connection… We’ve always known that brands need more than a good product and website to stand out from their competitors […]

Opinion

by B&T Magazine

B&T Magazine
Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”
  • Advertising
  • Campaigns

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”

Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender
  • Media

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender

Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]

ABC iview Goes Virtual With Fetch TV
  • Media

ABC iview Goes Virtual With Fetch TV

Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]

Jackie Gillies Joins The Acast Creator Network
  • Media

Jackie Gillies Joins The Acast Creator Network

Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief
  • Media

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief

Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]