CLIENT
Optus
1. Melissa Hopkins - Vice President Marketing CMO
2. Cameron Lubby - Senior Director, Brand Marketing
3. Alexander Ball - Associate Director
AGENCY
1. Tony Bradbourne - Chief Creative Officer
2. Rory Gallery - Chief Strategy Officer
3. Lisa Fedyszyn - Executive Creative Director
4. Jonathan McMahon - Executive Creative Director
5. Ed Gunn - Strategy Director
6. Callum Walker - Lead Business Partner
7. Hannah Ross - Senior Business Manager
SUMMARY
Since 1992 Optus has challenged Australia’s legacy telco Telstra by building its brand on standing for “Yes” in a category that loves to say “No”. But thirty years on Optus’ commitment to “Yes” needed re-stating in order to re-orientate the business internally and build relevance externally with contemporary Australia.
This entry shows how our “It starts with Yes” campaign with short video at its core impacted upon key brand and business metrics as one of our region’s biggest challenger brands said yes to starting the next chapter in its history.
