Optus reviews $73million media business

Steve’s breakdown: Keep in mind these numbers are in Australian dollars. And also keep in mind the incumbent has been reeling since it took over Mitchell Communication Group. Thirdly, the creative portion of the account is also in review.

NORTH RYDE, Australia: Optus is reviewing its $73 million media account, as the Aegis Media / Harold Mitchell axis once again finds itself defending another big account.

The business is handled by MPG, which now falls under the Harold Mitchell umbrella, following Aegis Media’s $363 takeover of Mitchell Communication Group almost a year ago.

Aegis media agency, Carat, recently lost the $180 million Tourism Australia media business while Mitchells is currently defending its Woolworths account. Mitchell’s Medibank account is also in play.

The telco has approached a shortlist of media agencies, with a request for information. Optus is also reviewing its creative business, handled by M&C Saatchi. A spokeswoman for Optus said: “We have this week informed the market that we are reviewing our existing media services agency agreement which is due to expire in March 2012.

“We have invited a short-list of media services agencies to tender for this contract, including incumbent MPG.”

Optus spent $72.5 million on main media advertising in the 12 months to November 2010, according to AdEx figures from Nielsen, up from $56.9 million in the prior period.

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