Optus names BRX sole production agency & unveils new lineup

Optus has announced the results of its comprehensive agency review, confirming the selection of BRX as its sole production partner under an expanded remit, while also unveiling a new roster of creative and media agencies.

Following a detailed pitch process, Optus appointed Accenture Song Media and Droga5 as its new media and creative agencies respectively. Specialist business-to-business creative responsibilities will be handled by Apparent.

Streamlined approach

The appointments mark a deliberate shift by Optus towards simplifying its agency framework. BRX will now serve as the company's exclusive production agency, consolidating what was previously managed by two separate production partners.

"This is an exciting step for Optus as we look to accelerate our ability to execute with impact, yet efficiently and with a simplified approach," said Felicity Ross, Chief Corporate Affairs & Marketing Officer. "Congratulations to our new agency partners and the Optus team who have driven an extremely professional selection process with deep consideration of our ambition, and respect for the expertise of all involved."

Cam Luby, Head of Marketing at Optus, described the company's focus on partners capable of navigating a changing digital and consumer environment. "As the way people live, work and connect evolves, we've chosen partners who truly understand our industry and bring future-fit capabilities we need to stay ahead — especially in AI, automation, and data-led storytelling," Luby said.

Luby added that Optus will take advantage of the combined creative and technological qualities of its new agency line-up. "With the right blend of creativity and technology across our new agency panel, we're excited about the opportunities ahead. This new lineup brings together unmatched firepower to help us drive more integrated, effective, and future-ready marketing."

Single production partner

Optus is moving to a single, unified production agency, with BRX now tasked with delivering all production activity. Luby said BRX's role was critical to Optus' marketing agility and capability. "BRX has been the backbone of our digital advertising—powering rich, creative, and high-performing marketing with speed and efficiency. Enabled by Automation and AI, their tools help us scale and test rapidly. We're excited to expand on this partnership," he said.

BRX is co-founded by Bridget Cleary, Marty Hungerford, and Ted Horton. Cleary, serving as Chief Executive Officer, commented on BRX's history and ongoing work with Optus. "We have enjoyed a brilliant partnership with Optus for more than nine years, first as Big Red, and in the last two years, as BRX. Optus has embraced the enhanced capabilities of BRX, working with us to make Optus a world leader in the adoption of marketing automation and AI at scale," Cleary stated.

Cleary also referred to the working dynamic between BRX and its agency partners. "Our teams have a happy, high-performing relationship and we're thrilled to take that to the next level. We're also excited to work with the Droga5/Accenture song as part of the village. We love working with them on Australia Post and look forward to extending that to Optus."

Tech-driven services

BRX's proprietary platform, BrandOSXTM, was identified as a key element of the company's offer. "BrandOSXTM builds stronger, ownable brand platforms using proven brand assets and powers them with a system that helps marketers work smarter and move faster," Cleary said. "Marketers can 'plug and play' any of the products and services within BrandOSXTM or use the full system to power their success."

Marty Hungerford, Chief Innovation Officer and Co-Founder of BRX, highlighted the significance of the partnership. "We're incredibly proud that BRX has been appointed to the new Optus Agency Village, delivering end-to-end creative services and serving as the sole production partner to Optus. This marks a significant milestone in what has already been a powerful and productive collaboration," said Hungerford.

Hungerford continued, "Our partnership with Optus has always been rooted in highly effective creativity, innovation, agility and a relentless pursuit of quality at scale. BrandOSXTM supercharges our ability to deliver on those key pillars."

Expanded remit

Under its broader responsibilities, BRX will oversee digital services, including social media, display, customer communications and owned channels, together with creative for retail stores and mid-to-lower funnel communication campaigns. This will also involve ideation for preference campaigns.

Hungerford said, "This evolution reflects the trust Optus places in BRX to deliver strategic, creative and end-to-end production solutions that are not only more effective and efficient, but are also deeply integrated with their next-generation marketing ambitions."

The review and changes follow appointments for BRX with Australia Post and Hostplus, as well as ongoing relationships with clients including Youi, Medibank, and AGL. All newly appointed agencies are due to assume their responsibilities at the end of August.